Working on TrendWatching's site exposed many issues with the branding itself. A few examples - pervasive colour washing, usage of illustration where photography would be more convincing, lax typograpy rules which made it difficult to achieve a recognizable look across different mediums, a flawed rendering of the core symbol, lack of relation between wordmark and logogram, etc.
At the beginning of 2017, we started a discussion about updating the branding to address the painpoints me the rest of the design team were having across web, print, illustration and motion design. We set out to resolve those, and we are finally rolling out the updated branding this quarter.
Full case study to follow, in the meantime, a few slides showing the updated identity, redrawn and based on the core typface, Avenir Next.