Business Requirements:

Elementary Intelligence was a growing startup, looking to improve change management processes for employees in large organisations. The business needed branding that was subtle and light, in order for the focus to be on the content and mission, while still bringing a unique sense of identity for the business.

My Responsibilities:

My goal was to create a simple yet striking style that stood out among the business’ high performing competitors, along with creating a set of clear standards for marketing material that would help generate leads.

My Approach:

With an existing logo to work with, my approach was to pull out and create accompanying design assets, define typography and positioning guidelines that could perform and function well on websites, marketing material and all other digital channels.

The end to end process was:

  • Pulling out core and secondary colour themes, and checking for accessibility
  • Creating design assets (iconography, shapes, and images) that worked coherently together
  • Defining typography guidelines that worked well for all digital channels
  • Defining spacing and positioning guidelines in order for information to flow and read seamlessly

Impact:

The impact of this new design created a strong sense of identity for the business that allowed them to have a defined presence on all digital channels.