OperationsHERO
Direction
OperationsHERO's existing brand identity featured loose guidelines, a mix of typefaces, energetic typography, mismatched icons, and an abstract logo lacking cohesion. The proposed visual identity includes a refreshed logo, refined color palette, and updated font family. Acumin Variable, a sleek sans-serif typeface by Adobe, was selected for its versatility, offering countless styles in width, weight, and slant. Color adjustments involved lightening the sky blue, adopting pure navy for the dark blue, brightening the orange, and introducing off-white, focused on mobile-first UI solutions.
Process
Refining the current brand direction was prioritized over creating a wholly new identity. Dozens of sketches led to a digitized suite of brand assets, with favorite concepts developed further through rounds of feedback. Advertisements were created using Bricklink Studio (a LEGO-focused 3D modeling tool), rendered and edited with Photoshop.
Deliverables
Final deliverables included a pitch deck presentation with the comprehensive brand identity, pattern development, advertising materials, process documentation, icon pack, packaging design, and design rationale. The pitch deck was presented directly to the Chief Marketing Officer of OperationsHERO. View it Here.