E3 Academy became E3 Discovery, a more appropriate name for an organization that affects transformations in their clients. The word “Discovery” strongly communicates the power of finding yourself through their process. We kept “E3,” which stands for Embrace, Empower, and Encourage, because it reflects the core meaning of the brand. It also carries a great consonance, both with itself and alongside “Discovery,” that makes the name more memorable.
For their new visual identity, we simplified their color palette from five colors to three. This makes the colors less of a rainbow palette, which felt a little too playful and appealed directly to children. More importantly, fewer colors to attribute to the brand make it more recognizable.
The chosen colors are still vibrant shades of blue, green, and yellow. We incorporated gradients of these colors into the minimalist butterfly emblem - evoking a transformation or a metamorphosis as the centerpiece of their logo. The emblem also captures a hidden “E” and “3,” seen side-by-side and as part of an infinite loop.
As part of the rebrand, iFOCUS also redesigned the most visual pages of the website. These redesigned pages feature the color, shape, and tone of the new brand. It also highlights their target audiences through strong video vignettes and compelling photography. The butterfly emblem is also incorporated into the scene of the many photos used to further integrate the E3 Discovery brand into the story of their customers.
We also changed the approach of the website content through the design and layout. By emotionally connecting with their audience and better clarifying what E3 Discovery does across all webpages, potential clients receive the most helpful, clear information — a great improvement in user experience.
