PROJECT INFO
A new small construction and projects company looking for a unique brand identity and website that reflects its personality.
Brand Identity
Web Design & Development
Role
2023
Year
Figma
Wix
Tech
VISIT
SITE
In order to create the brand identity, I needed to create a logo suite, colour palette, typography choices, and mockups. For the website, it had to be simple, appropriate, act as a contact point, and clearly identify between the two different branches of Overarch; Construction and Projects.
MY ROLE
My process for creating a brand that truly fits and represents the company's image and personality.
BRAND IDENTITY
Finally, to showcase the brand, I created a few mockups so that the client can see what it will look like in the real world.
4. Mockups
The final foundational piece in a brand. To distinguish the two arms of the company, I chose two bright contrasting colours that visually signify the associated arm. So as not to interfere with those identities, the primary colours remained neutral, a pure white and a soft deep grey. Again, this palette both plays to the professional, reliable, and high-quality nature of the brand, but the bright colours give it that boutique feel.
3. Colours
We ended up settling on these two fonts, not just for the logo, but also as the header and body types for the entire brand.
After this step however, the client requested that there be a logo for "Overarch" and a slightly different one for each arm, Projects and Construction. As the monogram is tall, having the word Overarch next to it in one line doesn't look clean. Furthermore, from some testing, we found that people, surprisingly often, mistakenly read the name as "Overreach". So we found a solution to both problems.
A logo is not complete without firstly the company name, and secondly, the corresponding type pair. Again, I always come back to the pillars that the brand identity is here to represent.
For example: A serif font with sharp contour clearly indicates professionalism, reliability, and high-quality. A bold sans-serif font with similarly sharp corners implies experience, but may be overbearing. Pairing those types with a thin sans-serif rounded font means they don't miss out on the boutique pillar of the company.
Ultimately, I present a series of ideas and their implications to the client so they can be a part of the decision process.
2. TYPOGRAPHY
Until we have our chosen logo!
After choosing a concept, I flesh it out and reiterate based on client feedback.
As a starting point, to understand the company on a more concrete level, I ask my clients for their vision statement or equivalent, their target audiences, and around 10 adjectives that they'd want their customers to use when describing their company.
I then use this information to formulate several key pillars of the company that are to be represented in the logo. For Overarch, I settled on reliable, high-quality, and boutique.
Then I create a few iterations of 3 different style concepts.
1. LOGO
After creating the brand, we moved onto the website which follows a similar workflow. Start with concepts for key pages, iterate, settle on style, flesh out the details, then build. A key thing to note is that the client again wanted to be clear on the two arms of the company from the get-go.
WEBSITE
Then we moved onto some ideas for the sunsequent landing pages of each arm.
These are some of the landing page concepts. Some showcased hover effect ideas in light and dark settings.
VISIT
SITE
After settling on the landing page and the subsequent pages for the two arms, I built the website on Wix and went through a few more iterations to reach the final design. I hope to spend a little bit of time to transfer the site over to the new Wix editor for better performance and user experience overall.
"Jordan was responsive and helpful, and came up with a workable solution to each of our problems. Jordan has an eye for detail and his work is always high quality. We felt Jordan listened to our company's profile and designed a logo and aesthetic that spoke to our company values. He was also patient with us, considering we are not "tech savvy", walking us through each process."
- MICHAELA LEW
Director
As my first client, I was making mistakes along the way. Subsequently, I constantly improved my processes and skills. I'm proud of what I achieved and will certainly take the lessons I learnt into future projects.