Fibonacci strikes the brand world again
Branding // Marketing
The task I was given
I was asked to create a new brand for a real estate consultancy that focused on large enterprise clients. They already established a name and my mandate was to make the golden spiral a central theme of the brand.
What was the planing process like?
A mood board of very similar ideas that hold a theme together is a very useful tool to imagine what a consistent aesthetic can look like across different mediums. I tried to find multiple themes that were different based on established consultancies that were the basis of what the new brand was trying to do. Having a logo that most likely had a spiral centric look, finding geometric themes applied in different ways was my initial approach.
What was the production process like?
I’ve had this very common theme in my career where I’ve gotten really close to obtaining the approval and when I have trouble bridging the gap, I make an attempt to produce a figure that takes up such a small amount of time compared to the rest of the project (usually less than an hour) and it ends up winning out. This simple circle concept you see above was so heavily fixated on for its simplicity and how natural it felt in the way we foresaw us applying the brand. I would try something a little different to match and we would always come back to the original and trying to procure the reason for why we could not approve this concept could not be expressed in words, which to me means we weren’t close at all.
Then comes the concepts you see in the hero image of this case study and you’ll see the series of spike-filled logos that I had seen across the web that originally took the form of a peacock, but eventually was designed to fit the fibonacci grid. I could safely say that it had a direct influence on the final version of the logo and that seemed to be enough.
Coming out of my last meeting with the stakeholders that came with the approval, I felt that there was this idea that if our team ever got a question about what the logo is (which to my knowledge rarely happens with my work) the team could just start rifling answers off about the golden spiral and sequence.
What did I deliver?
The centrepiece was the logo I designed that felt natural in form, followed a distinct grid and ultimately something that the team members thought looked cool on a t-shirt and would want to wear around.
After the initial awe of getting an approved logo, the bigger challenge of how it relates within our marketing mix seems like an ever-changing endeavor. Building a style guide and a social media strategy is a work in progress, but we all feel comfortable at least using brand colours, fonts and the logo against the backdrop of copy provided by the rest of the marketing team.
Introducing the brand at our first conference was the first challenge to put everything we mapped out into the wild, which meant getting the cool t-shirts, and creating the email visuals that led people to the unveiling were instances that proved fruitful in that things may have been rushed out the door, but there was a sense of calm that we had a very visual appealing set of starting assets that could get people in a door and let our team in the field do the rest.
“The butterflies from initial feedback is always a thrill. The public never understands our prep, but always impacts our psyche.”
— The nervous imposter in me.