The Challenge
Surface-Level Ask, System-Level Gap
What began as a presentation redesign quickly revealed deeper inconsistencies across the brand identity.
What began as a presentation redesign quickly revealed deeper inconsistencies across the brand identity.
Outdated Visual Language for a Digital-First Company
The existing logo and color palette lacked the clarity, flexibility, and digital fluency needed to compete in a modern landscape.
The existing logo and color palette lacked the clarity, flexibility, and digital fluency needed to compete in a modern landscape.
No Cohesive System for Scale
Without defined graphic elements, iconography, or guidelines, the brand lacked the tools to communicate its services consistently and authoritatively.
Without defined graphic elements, iconography, or guidelines, the brand lacked the tools to communicate its services consistently and authoritatively.
Logo Refinement
We simplified the logo by removing unnecessary layers, increasing its flexibility and adaptability across applications. Refining the wordmark alignment created a cleaner, more intentional structure, while adjusting spacing between letterforms improved balance and consistency. The result is a more cohesive and scalable mark that performs confidently across digital and physical touchpoints.
Outdated Colors
The existing color palette felt dated and wasn’t optimized for a digital-first environment. The gradient treatments, in particular, lacked the refinement and modernity needed to position the brand competitively, limiting its visual impact across screens and platforms.
Color Palette
Modern Gradients
Graphic Elements
Let's put it all together
