Overview
EngageYou is a hypothetical consulting brand that works with businesses looking to improve their performance and outcomes. The vision is simple: to help companies engage, jumpstart their creativity with “heat”, and transform their businesses. To respond to potentially feeling overwhelmed and unfocused with their mission, my goal was to create a simple and cohesive brand identity that communicates elemental simplicity and dynamic movement. I wanted to create a visual system that could convey a range of values and emotions, and that played easily with the use of form, closure, and figure-ground.
Brand Strategy
EngageYou is grounded in three core values of transformation, power, and focus. The goal was to translate these values into a visual language. Dynamic forms, trusted traditional materials and clear focal points work together to instill confidence and create an atmosphere that change and growth are possible. When you dial in and turn on the heat, amazing change can occur.
TRANSFORMATION
POWER & FOCUS
Logo
The logo balances structure with organic movement, pairing a character-driven wordmark with a simple iconic flame. The logo and brand has versatility in both light and dark environments allowing for a a range of moods and intensity. This was a personal goal for this brand project – I didn’t want it to be stuck in one vibe.
Typography
The type system pairs Helvetica Neue Condensed Bold and Source Sans Pro for body copy.
The Helvetica heading delivers a clean, modern, and confident voice with strong readability and visual impact across both digital and print applications. Source Sans for body copy ensures accessibility and calm readability in longer-form content. A goal for future campaigns is to introduce a a serif font that has industrial and organic relevance and appeal.
Colors
The color system draws inspiration from the bold, mid-century optimism of World’s Fair artwork, space exploration, retro cartoons and the art of Saul Bass. The addition of the darker night blue and its gradations allows the brand to get moody and introduce intense values and emotions.
Icons and shapes
For this brand exploration, I wanted to create icons that signified the core concepts of the brand but that could also be used for practical projects and campaigns on a day to day basis.
