New identity & brand guidelines.
Specific Role
Strategy
Brand Positioning / Brand Development
Design
Logo / Type / Visual Identity
In-house
The legacy "branding" elements our team inherited was a mess. Multiple logo iterations, inconsistent color pallets, and B to C advertising being done independently, by branches, were a few of the knots we had to untangle.
Logo –
With the company having recently trademarked their ‘N’ a full remake of the logo was off the table. We instead focused on areas with creative opportunity: Type, color, composition, and tone of voice.
Custom Typeface
Colors
A tight color palette, dominated by a signature blue, drew a contrast to Nations top competitors who all used red as their primary color.
Signature Blue
#c62a41
Deep Navy
#007eff
Neue Gray
#333437
Pure White
#ffffff
Typography
We needed a typeface that conveyed the optimistic tone of the brand while maintaining its impact across multiple mediums.
Type Hierarchy
Photography
