Getting back to basics — simple, minimal, delightful. The aim was to get back to the core personality of DawBell and portray what they stand for: increased space between elements, resulting in a lighter and more expansive experience; bigger, bolder and more expressive images; shorter, snappier messaging for easy scan reading. Taking cues from the circular form of the vibrant red dot in the DawBell logo, we shifted container elements from square to round corners and used the dot as an anchor for clickable links.

At the heart of the design is a new brand typeface that honours the circular geometry of the red dot. Previously, Agenda by Font Bureau, was used as a characterful sans-serif workhorse. To bring a more modern feel to the design, we opted for the open source Cal Sans. Chosen for it's geometric character and circular-shaped letterforms, Cal Sans can be easily read even with tight letter spacing, and packs a punch at headline size — perfect for attention-grabbing PR.