Demand Media is a leading content and social media company that informs and entertains one of the internet’s largest audiences. The company serves as a core source for many publishers and leading sites, including their own hugely successful properties Ehow.com, Livestrong.com and Cracked.
Manual worked with Demand Media to reinvigorate the brand and better clarify their offering and internal spirit. The narrative we created stemmed from the idea that Demand Media creates Content For Real Life. Beginning with positioning and messaging, we undertook a complete rebrand, rolled out across offices worldwide.
At the heart of the identity is the iconic ‘D’ logo that conveys the concepts of connectivity and action. The identity reflects Demand Media as a touchpoint in peoples’ lives—connecting people to content that’s relevant to them, and connecting brands with people.
The visual identity needed to be flexible so that their in-house design team could easily create ongoing communications. Drawing from the logo, we developed a graphic system of arrowheads that became a flexible way to frame content and messaging, and create ever-changing and dynamic visual communications. We also designed an extensive set of iconography used to illustrate the wide range of content categories Demand Media covers. The icons, bright color palette, bold graphics and playful language helped to create a more authentically playful and youthful brand.
Deliverables: Brand Strategy, Messaging, Identity, Print, Art Direction, Motion Graphics