Brand Identity

Here, is a mood board inspired by the keywords “Environment, Habit, and Mindfulness.” I wanted to capture this essence and create the triptych in an illustrati ve style, highlighti ng the characters’ peaceful feelings.

The challenge was for all three posters to work together with a unifying theme and aestheti c. Accessibility was a signifi cant factor as the poster would be seen from afar and upfront.

Year: 2022 | Design Tools: Illustrator, XD, Photoshop, Google Slides| Deliverable: Branding, digital design, print design, adverti sing campaigns | Client: Juan Grijalva

A constructi on company located in Tucson, AZ needed a rebrand; its original name was Ironwood constructi on. The brand lacked a design system and visual consistency. There were no brand elements and print media present and lacked visual interest. Ironwood was common and found as business names worldwide and even locally and was changed to BURS as it had no presence online and was a unique four-lett er word making it memorable.

The previous logo felt outdated with its muted colors and generic feeling typeface. Overall, it lacked visual connecti ons with the rest of the brand’s material.

The new logo is bold and precise, defi ning the brand’s true identi ty with its modern qualiti es, adding a unifying color palett e that seemingly connects the brand’s material and constructi on qualiti es. Its primary typographical treatment is bold with a white color contrasti ng with the brand grounding blue, while the orange brings an energeti c quality to the brand’s elements and logo.

Use for H1, headline, ti tles, quote Josefi n Sans Use for H2, H3, sub-headline, body text Rokkitt

The orange brings an energeti c feeling to the brand and a confi dent mood, while the blue grounds the brand signifying loyalty and security. The white, gray, and black add to the palett es’ overall sophisti cati on and clarity within elements and the brand’s color palett e.

Josefi n Sans is a geometric sans-serif typeface with an elegant, almost vintage feel. The typeface is perfect when used in larger sizes. Rokkit contains unique geometric forms. This typeface is excellent for displaying large bodies of text and can also be used in headlines.