Motiv-2

Art Direction / Brand Identity

Shifting perception with identity.

Motiv created a brand identity before the product launched and since found that this identity was not aligned with the expectation and experience. 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.

The 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. This approach also lended itself to simplicity which was another key objective. It was imperative that this logo be legible at a small scale as it would be featured prominently within digital and print environments.

The identity also took on a unique color palette and typography to emphasize modern luxury within the wearable category. Photography all uses a consistent photo treatment that allows all imagery to take on a distinct look within a consistent manner. These identity elements all combine to shift Motiv into a unique market position that allows them to be more relatable to their core audience.

Blue Nile

Art Direction / Brand Identity

Rebranding for a stronger position.

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 only consisted of a logo and failed to communicate any sort of differentiation in the marketplace.

The surrounding identity needed to be energetic, as it would stand up against other tech companies with equally expressive identities. For this energetic quality, I used a lime green in the logomark but paired it down with a forest green background. For a secondary palette, I included a lighter blue shade as well as a contrasting maroon.

I also created various layouts to understand how best to use various sizes, weights, and spacing within the type family to create enough range and pacing without losing the feeling that makes the new Pengram identity truly unique.

Pengram’s new identity feels clean and unique while also adhering to a vibrant quality. The expression feels fresh but also gown up and meant to be taken seriously.

Pengram

Art Direction / Brand Identity

Rebranding for a stronger position.

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 only consisted of a logo and failed to communicate any sort of differentiation in the marketplace.

Creating a unique personality for this company was imperative for this rebrand. The company not only needed to standout among competitors, it also needed to inspire its own workforce. With this in mind, I decided to explore abstract shapes for the company’s logomark. This “P” was then created and meticulously scaled against the logotype for a pixel-perfect arrangement.

The surrounding identity needed to be energetic, as it would stand up against other tech companies with equally expressive identities. For this energetic quality, I used a lime green in the logomark but paired it down with a forest green background. For a secondary palette, I included a lighter blue shade as well as a contrasting maroon.

I also created various layouts to understand how best to use various sizes, weights, and spacing within the type family to create enough range and pacing without losing the feeling that makes the new Pengram identity truly unique.

Pengram’s new identity feels clean and unique while also adhering to a vibrant quality. The expression feels fresh but also gown up and meant to be taken seriously.

Hermyn

Art Direction / Brand Identity

Redefining bold sophistication.

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.

In designing this identity I considered what colors and typefaces work together to create a more refined yet approachable look. The intent for this identity is to represent the stark subversive underclass merged with the visual sensibilities of the upper sections of society.

In designing this identity I considered what colors and typefaces work together to create a more refined yet approachable look. The intent for this identity is to represent the stark subversive underclass merged with the visual sensibilities of the upper sections of society.

In designing this identity I considered what colors and typefaces work together to create a more refined yet approachable look. The intent for this identity is to represent the stark subversive underclass merged with the visual sensibilities of the upper sections of society.

In designing this identity I considered what colors and typefaces work together to create a more refined yet approachable look. The intent for this identity is to represent the stark subversive underclass merged with the visual sensibilities of the upper sections of society.

Aseana

Art Direction / Brand Identity

Crafting a brand for a brighter outlook.

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

The centerpiece for this identity is the logo. The construction was carefully crafted in order to create a harmonious and balanced feel that will allow it to 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 presence within a unified system.

To pair with the dynamic graphic treatment, I picked a photo style that not only matched the color palette, but also mirrored the boldness of the overall style. Helvetica Neue was chosen as a primary typeface that clearly communicated messaging without overpowering the graphic treatment and photography.

© 2018 Kyle Stuart