Exploring a winning logomark
The guidelines were for the brand identity to feel austere, digitally enhanced, with limited, but punchy colors. Combining those two is a bit unintuitive, and challenging, at that. But the best creativity results sprout when setting up unexpected restrictions.
A hidden keyhole to unlock knowledge
After a few iterations and fine-tuning, we choose a logomark that has just the right amount of lines so it doesn‘t turn into a blob when applied to a tiny size. But the most important part is the hidden keyhole, to allude to the metaphor of unlocking new knowledge. Can you see it?
It comes with a logo guide
Combined with slides that explain how to properly combine the logo with colors, typography, photos, and iconography.
A website that feels personal and professional
Just like the brand identity, I continued with the same playfully restrained creative approach to the website as well, allowing an expressive nature without sacrificing legibility.
An online hub for training, courses, and articles
Thanks to Todor Dimov, who pushed the limit of Webflow, we built a flexible and customizable way for reading materials to be added, managed, and discovered by customers on the website, as well as the internet overall. That meant, a heavy focus on SEO, readability, and discoverability.
A template for presentation slides and user flows
Before calling the project done, I also designed a templating system for presentation slides and user flows that Taylor—the client—could use in his video materials, ensuring that the brand expresses itself consistently across all marketing materials.
