About the organization

Who is behind this project?

Boonli is the easy-to-use solution for managing school lunch programs, school payment processing, and school fundraising sales.

I worked along Boonli's marketing manager, to do a facelift of the existing Boonli brand with a website that helped materialize the new strategy for the company.

We gathered a top-notch team with an illustrator and an extra UI designer to elevate the existing brand visuals and make them work along an updated look that served as a launchpad for customer acquisition strategies developed by the Boonli marketing team.

Role:

Creative director

Category:

Branding strategy, Web Design.

Collaborators:

Oliver Flores, Guillermo Gómez, Sterling PR.

Project info

The new direction of the Boonli brand

We needed a fresh, new face for the company

Web Design

Creative Direction

Web Design

Creative Direction

Web Design

Creative Direction

Web Design

Creative Direction

We decided for a watercolor illustration project to build Boonli's storytelling.

Leveraging the existing logo, main color palette, and symbols, we began crafting a narrative tailored to the three primary audiences Boonli serves:

School administrators
Parents
Vendors

This decision was made after conducting several branding workshops and collaborating with a public relations agency that assisted us in bringing the new Boonli strategy to life.

With these three distinct stakeholder groups in mind, we structured the visual messages around familiar school-related items that conveyed a compelling story.

We designed a character-based approach and personified Boonli's audiences. School admins, parents and vendors.

Developing a visual narrative for the marketing platform

Defining a visual style, personas, and a hard-hitting messaging

We had all the elements to create web design compositions and start building the marketing platform.

Working side-by-side the PR agency, we crafted a narrative around the three personas we were focusing on, and unfolded a series of pages to funnel potential customers to interact with the marketing team.

The first step towards this brand transformation was driven by the need of being "less oriented towards tech and more towards humans".

We achieved this by introducing an illustrative, approachable, people-oriented style and articulating it with the existing logo and typography system.

With this update, the unique visual language of Open Collective began to emerge.

This was just the beginning...

The new Boonli website and beyond

Who is behind this project?

With the visuals and messaging ready, it was time to bring them to life..

We crafted bespoke illustrations for every critical piece of copy and arranged them strategically across the various pages of the public website.

This platform was developed as a content management system (CMS), empowering Boonli's team to maintain, modify, and create new pages independently. This implementation of agile practices enabled them to experiment and achieve better results seamlessly.

Ultimately, we successfully built a powerful, versatile, and visually appealing marketing system.

We all loved the illustrated look so much that we made it part of the OC brand.

A couple of years of maturing the visual system through a myriad of design and communication projects helped us define the final brand presence and implement it company-wide.

We refined the visual language an adapted it to different uses