Company

Effective

Project includes

Branding

Role

Co-designer

Effective believes experience matters and when thinking of their brand experience, they wanted something that was simple, straightforward, and intentional. When I was brought on, they were still EffectiveUI and felt that the 'UI' was preventing the company from expanding beyond digital projects and into experience strategy and design.

Working with another designer, we looked at how we could interpret Effective's new intent visually. We explored many iterations before we settled on the final logo and look and feel of the brand.

In order for the new brand to be flexible, we decided to expand each main brand color into a gradient and add two new typefaces. News Plantin was added to give the brand an approachable, human voice. Paired with Gotham Narrow, the two typefaces emote credibility and authority, while also being friendly and conversational.

I helped develop extensive brand guidelines and various collateral and templates. This empowered me to explore how the brand translated to materials while defining it at the same time. I was able to tweak rules as a went along to ensure our guidelines gave enough direction for materials to be consistent and on-brand, while allowing for playful exploration.

Bonus fun project was painting the new logo on the entry wall.