BRAND IDENTITY / BRAND GUIDES
Once a logo’s finalized, the branding fun ain’t done! A good brand guide hits the basics: fonts, colors, logos… all that jazz. A great brand guide goes a step further — exploring & expanding on the brand through the design of the guide itself. If done well it forms the visual connective tissue needed for consistency, & serves as a point of inspiration for all future work.
Seiso logo by Jeff Barton. Brand platform copy by Dan Ayer. All other logos, design & layouts by Laura Shirley.
Seiso Cybersecurity
Ask:
Build a brand that will attract new clients better suited to Seiso’s proactive, focused approach.
Insight:
Business owners, CTOs & CISOs yearn for peace of mind for their company’s tech & data, but it’s an overwhelming responsibility.
Strategy:
In an industry full of sticks — shields, castles & boogey men — be the carrot. We opted out of the scare tactics, instead pairing every brand interaction with a big sigh of relief & a feeling of zen. Seiso believes in the Japanese 5S methodology, focused on structure, cleanliness & organization. That’s why the brand pays homage to Japanese culture, art & minimalism, without crossing the line of cultural appropriation.
Impact:
Brand visuals & messaging that are so different in the space? It stops clients in their tracks & tees up Seiso’s unique perspective to cybersecurity.
Oyster Creative Collective
Friends of the Riverfront
Ask:
Make a logo that represents the 3 things their work impacts: nature, trails & rivers.
Insight:
Friends of the Riverfront audiences were confused by their name & failing to associate them with the important work they do.
Strategy:
Create a logo that connected the dots, then keep going. One base shape that when built upon, represents each pillar of the brand to a T. An oval with a point on one end became: A leaf for nature, a geotag for trails, and a water droplet for rivers.
Impact:
Succeeded in increasing brand recognition & educating audiences throughout the city. Built a brand guide that the client was excited about & to use. The best part? They actually did, & still maintain brand consistency to this day.
