Motiv-2

Project
Motiv Brand Identity

Brief
Motiv created a brand identity before the product launched and since found that this identity was not aligned with the actual experience from consumers. The brand historically spoke to the fitness/athletic crowd, but that narrative shifted and the product eventually aligned better with a more fashion-forward demographic.

Solution
The new logo for Motiv needed to be clean cut and modern. With this in mind, I set out to create a logo that centered around symmetry and balance. The next task was to create a harmonious system of typographic scale. I created a series of font sizes based on the golden ratio so that each size had an inherent relationship to one another. This set the tone for all visual touchpoints moving forward. Additionally, imagery uses a consistent duotone photo treatment that allows visual assets to take on a distinct look in a consistent manner.

Huge Marketing

Project
Huge New Business Collateral

Brief
At Huge I work closely with senior leadership to refine brand identity and ensure all applications are consistent and continuously telling the agency’s story in unique ways. The mandate for the new identity was to create an aesthetic based on balance. Specifically, using spatial arrangement and scale to create larger than life representation of the type of work that comes out of Huge.

Solution
With this in mind, I focused on creating a system of typographic scale that could be used throughout all marketing material to ensure typography worked together harmoniously no matter what size was used. Additionally, imagery needed to be bold to match this new direction. Subjects in imagery were positioned to bleed off the edge when appropriate to reiterate the bold approach. The new brand really thrives on the juxtaposition of large and small and personality would come out during this usage. Most of the new direction was implemented within the context of new business marketing material which is often confidential in nature. So below I’ve created a series of sample layouts that represent the essence of the new identity.

Pengram

Project
Pengram Brand Identity

Brief
Pengram facilitates the interaction whereby technical experts remotely instruct technicians with complicated operations to enhance productivity and efficiency in enterprise collaboration. The company’s existing identity only consisted of a logo and failed to communicate any sort of differentiation in the marketplace.

Solution
For a unique stance in the marketplace, I decided to explore abstract shapes for the company’s logomark. Out of this exploration, a “P” was created and carefully scaled against the logotype for a pixel-perfect arrangement. To pair with the distinct color palette and the bold photo style, I created a graphic pattern to introduce variety throughout all the touchpoints. The pattern includes shapes that resemble elements in the logo in order to maintain familiarity, but the arrangement of the shapes could be shifted to avoid any monotony.

Hermyn

Project
Hermyn Brand Identity

Brief
Hermyn is a fashion label that embodies the clash of class and environment within the context of the streetwear landscape. The label speaks to streetwear enthusiasts searching for a touch of a high society influenced in their wardrobe.

Solution
The primary piece of the identity is a series of abstract patterns that could each be used as a subtle graphic element throughout marketing campaigns, product packaging, etc. Each pattern could be cropped in a number of ways to avoid any repetition. This piece of the identity would serve as a distinct marker allowing the brand to separate itself visually from competitors. The last portion of this project involved establishing visual guidelines and elements that lived within digital environments. The intent is to draw audiences into the stark subversive underclass merged with the visual sensibilities of the upper sections of society.

Aseana

Project
Aseana Brand Identity

Brief
Aseana is a nonprofit committed to preserving and protecting our natural environments. The challenge for this project was to create a dynamic identity system that complemented the company’s ambition and positioned them as an organization invested in a smarter future.

Solution
The centerpiece for this identity is the logo, which was carefully constructed to achieve a harmonious and balanced feel that will allow it endure long into the future. The blueprint for the logo also fed into the actual application of the identity across all touchpoints. Using the blueprint, portions of color were blocked out and the logo itself was cropped in various ways which allowed it to feel different across applications while also maintaining its role within a unified system.

© 2018 Kyle Stuart