New Branding Case Study Cordial

Cordial is an up-and-coming email service provider with plans for monumental growth. In late 2018 Cordial selected FINAO as their branding agency of record to help with a total rebrand. The goal was to have the brand reflect recent growth and better position the company for future expansion in a very competitive space. Cordial’s first user conference in Q1 19 was targeted as the perfect platform to unveil their new logo and web design.





Logo and Brand Guidelines

FINAO explored numerous creative direction that ultimately landed on a hand drawn letterform that speaks to the friendly, approachable and helpful brand culture. The new logo is a nod to their product's strengths and groovy Southern Cal. company culture, which is headquartered in San Diego. Our branding agency team also developed a visual brand style guide defining typography, color palette, illustration style and an entirely customized icon library.


FINAO started by spending one on one time with the CEO, CMO and other executive team members. From those sessions a more complete understanding of the brand origin, history of the existing messaging platform, marketing/sales playbook and other crucial insight was gained. Most importantly, FINAO helped Cordial key stakeholders find alignment in brand culture, values, vision and focus for the company’s future.

Website Design

The website ask was focused – take the brand from startup to enterprise HR platform. To do this, we created an intuitive site architecture with a simple but informative content structure on each page. We also blended smart illustrations with lifestyle photography that speaks to the end user. Finally, we incorporated product screenshots that highlighted the function and appeal of the platform.

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