Assorted Branding Projects

As a fan of metaphor, symbolism, and elegant form factors, I find the process of creating new visual identities to be thrilling! It’s always an honor to help an organization visualize their brand.

Logo projects can be total amoebas and take up as much space as you allow them. I’ve completed logos in a single, concentrated week (as I did for The Shift Commission, a collaboration of New America and Bloomberg Beta) and over several thoughtful months (as I did for MasterClass).

I aim to really understand an organization before I dive into creating their visuals. My favorite way to do this is to identify the attributes that make a company unique. As a big admirer of Maslow’s hierarchy of needs, I find that a pyramid can be a helpful format for visualizing this. Here’s one I created for a health start-up:

I also find cross-industry comparisons to be helpful. Here’s an excerpt from a collection I made for a social-action start-up:

As I dive into identity creation, I first find it important to start with diverse visual explorations. Here’s a sampling of the visual variety I’ve pursued on past projects:

Of course, the longer the process, the more variations there are. Here’s a montage of the many MasterClass variations I pursued over three months as I, as their staff designer, branded the company:

Here are some bright, shiny, finished products: