VISUAL IDENTITY

the
JOB

I tackle a variety of branding projects every year, each telling a client's unique story. I am approached with a name and an idea -  an ambiguous notion of an icon, an image and/or a color to which they relate. It becomes my task to distill these elements into a feasible mark, logotype and/or lockup. I then create a visual identity with a purpose that not only conveys passion, but sets the client apart, positioning them on a path of growth and empowerment.

Creative Director / Visual Designer

Research & Discovery

Brand Development

Visual Design

Communications

my
ROLE

The following 3 projects are the latest brand identities I've developed in 2018. From strategy, over ideation to design, I've had a hand in every aspect of the logo development for each.in every case transformed the client's vision into something completely ownable. 

Responsibilities: Creative direction for a comprehensive brand experience, live web and mobile identity, road map strategy,  content creation and people management.

Adobe Photoshop CC

Adobe Illustrator CC

Adobe XD CC 

Microsoft Office 365

#1
ten21

Based in the Florida Keys, Ten21 (ten twenty-one) is an umbrella brand that spans a diverse collection of services - from user experience consulting and management services to craft rum distilling. Both the name and the resulting logotype (or mark) for the brand needed to be versatile and neutral as not to establish bias to any specific industry - quite the challenge! An alpha-numeric logotype emerged, influenced by the founders and not the products it would eventually come to represent.

BRAINSTORM
brand 
DESIGN

Ten21’s unconventionally diverse industry presence demanded an equally unconventional approach to its brand. I opted for an alpha-numeric (dual fonts) logotype to reflect the dichotomy (or better yet; polychotomy) of industries the company services; from UX consulting to spirit distilling, over management services, visual design and publishing. The font selection of the logotype references the worldly history and nautical enthusiasm of its founders, a tie-in that would also influence the brand’s color theme and design of collateral.

BLUE PRINT
COLOR PALETTE
PRIMARY PALETTE
SECONDARY PALETTE

HEX #103545
RGB 16/53/69

HEX #f36e45
RGB 243/110/69

HEX #21a8a1
RGB 33/168/161

HEX #afdbc4
RGB 175/219/196

HEX #b8cf7f
RGB 184/207/127

HEX #f7b197
RGB 247/177/151

HEX #94627b
RGB 148/96/123

COLLATERAL
#2
#2
BABC

The British American Business Council (BABC) fosters international collaboration between businesses operating in the UK and across the United States, facilitating corporate relationships and transatlantic trade. The BABC's Pacific Northwest chapter, British American Business Connections, was undergoing a brand overhaul to reflect the growing impact, economically and culturally, of its domain - specifically the Greater Seattle and Portland regions. The new brand needed to maintain consistency with the parent style, while incorporating local elements to allow it to stand on its own. 

CONCEPTS
PRIMARY PALETTE

HEX #003A63
RGB 0/58/99

HEX #EE3524
RGB 238/53/36

HEX #464646
RGB 80/80/80

HEX #F2F2F2
RGB 242/242/242

HEX #FFFFFF
RGB 255/255/255

TYPOGRAPHY

Moon

font family

typography

Choosing the appropriate and contemporary typeface was difficult. The supporting letter forms needed to stand with solidarity and confidence, while not being obtrusive or institutional. After numerous iterations, I recommended the neutral and easier to read Moon by Jack Harvatt to replace the predecessor's Baker 2000 Sans. The rounded finals allow for a warmer, humanist appearance.

MOOD BOARD

BA

BC

ALTERNATE LOGO LOCKUP
APPLIED
project
UPDATE

The new British American Business Council - PNW chapter logo was adapted to all its marketing collateral, on-line communications and stationary systems as of the 2018 Winter quarter. Learn more at the chapter website; babcpnw.org.

#3
DIVE N2 LIFE

Registered in Miami, Florida, Dive N2 (into) Life is a dynamic non-for-profit STEM organization that teaches youths about oceanography and marine ecosystem conservation through hands-on learning, including scuba excursions in the Florida Keys. The founders wanted a brand that mirrored their active approach towards a practical  and scientific education. A diver down flag, an apex marine fauna and a period table element depiction of the word "into" were non-negotiable requirements.

INSPIRATION
CONCEPTS
the
MARK

In a sea of scuba shops, dive schools and tropical-themed summer camps, the challenge was to design a mark that communicated the integrity and accessibility of the Dive N2 Life organization's specific style of hands-on scientific learning and conservation efforts. The deliberate selection of high contrast colors (borrowed from the Diver Down flag and the ocean currents) resulted in an empowering and effective mark that would easily adapt to any collateral. Additionally, the typography, based on Albert-Jan Pool's Imperial font family, suggests academic spirit. The spotted eagle ray was a class favorite, over the often industry overused sea turtle and dolphin.

PRIMARY PALETTE

Diver Down

HEX #C12027
RGB 193/34/39

Navy

HEX #1A2A54
RGB 26/42/84

Shallows

HEX #426092
RGB 66/96/146

accent color only

Wave Crest

HEX #FFFFFF
RGB 255/255/255

TYPOGRAPHY

URW IMPERIAL

font family

COLLATERAL
project
UPDATE

Dive N2 Life is now online and across social media channels. Visitors can learn about the programs and discover new curricula available through the STEM system and DN2L organization, or, in collaboration with NOAA, get up-to-date statistics on the marine ecosystem of the Florida Keys, Atlantic Seaboard and Gulf of Mexico. Active members, staff and instructors consistently post videos and images of exciting scuba excursions with the Dive N2 Life teams. Learn more at diven2life.org, on facebook or instagram.

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© Thomas Troisch

ten21 - concept selection #1