Dude Solutions Brand Redesign — Kat Whitfield Design

In 2021, Dude Solutions decided to do a complete brand overhaul to Brightly Software. While we had many die-hard fans of the name Dude Solutions, the company was beginning to expand globally and the word “Dude” didn’t mean much to audiences in say, India. As well, some customers commented on how the name could be a hard sell for stakeholders with the final say.

As the only designer for Dude Solutions, it fell to me to rebrand all of Dude Solutions assets over the course of a few months.

To say that this was a huge project is a vast understatement. My part included:

Learning and implementing the new Brightly brand, provided by an outside agency
Rebranding 50+ case studies, infographics, datasheets, whitepapers, etc.
Rebranding all social media channels and creating several rebrand announcement ads, posts, and emails
Hiring and managing a freelancer to help with the above
Rebranding all of our trade show assets, including a brand new 20x20 event booth
Creating a full suite of new swag for both employees and current clients
Adjusting given assets and templates for real-case implementation

Before & Afters

Events

Unfortunately as I began at Dude Solutions during the time of COVID, I do not have many before pictures of our event booths and signage. However, our 2022 user conference was supposed to be in-person (this was changed at the last minute), so I do have a presentation of my 2022 designs compared with 2019.

To see a rebrand of the Dude Solutions user conference mockups below, see the Illuminate Conference project page.

Before

Old 10x20 Booth

The only copy of this image I had was one I sent to the printer to ask for dimensions of what the arrow was pointing to!

After

20x20 Booth

20x20 Brightly booth used at our most important trade shows. I designed all parts of this booth and worked with the printer to ensure its quality.

10x20 Booth Mockup

We don’t always bring the big 20x20 to shows. At this point in time we have several sets we roll out to the many shows we go to every year, but this was the first rebranded 10x20.

Digital Assets

A small sampling of the before and afters of assets such as social media posts, infographics, ads, and whitepapers.

Social and Digital Ads - Before

Infographics - Before

Before - Healthcare Infographic

Before - Mobile CMMS

Whitepaper - Before

Case Study - Before

Social and Digital Ads - After

Infographics - After

After - Healthcare Infographic

After - Mobile CMMS

Whitepaper - After

The cover photo had to remain the same through the rebrand - see case studies for a better idea of what the covers look like now.

Case Study - After

Conclusion

There is obviously quite a bit more work I am leaving out. If you’d like to see more, please reach out to me and I would be happy to share more! The Brightly brand is certainly a world away from the Dude Solutions brand. It is softer, more organic, more versatile and personal. It has given me a ton of freedom in creating new and interesting designs for our various pieces of media. (it can be a little rough being limited to arrows symbols!)