Groundswell
BRANDING | DIGITAL
ROLE: BRAND STRATEGY, CREATIVE DIRECTION, COPYWRITING
THE CHALLENGE:
Groundswell is on a mission to set a new standard in experiential marketing. After emerging from the pandemic and acquiring an agency, Groundswell was needing to re-enter the saturated market with a differentiated strategy and look.
THE SOLUTION:
I teamed up with Groundswell to develop a new brand positioning, identity, and website that would not only stand out in the sector, but also raise awareness among potential clients and recruits. We created a clean, bold, and approachable brand identity; unifying the dualities of the business while better representing their unique client solutions.
The previous brand identity was built from the idea that experiential marketing can create “ripples” through culture.
The project’s intention was to modernizing how ripples could be expressed in the brand design while maintaining their original intent and meaning.
The project’s intention was to modernizing how ripples could be expressed in the brand design while maintaining their original intent and meaning.
The G icon became our design foundation, birthing half moon shapes that created a sense of movement and expression, nodding back the original ripples.
This component was applied to photography and typographic treatments, lending an energetic perspective and ensuring consistency throughout the brand.
This component was applied to photography and typographic treatments, lending an energetic perspective and ensuring consistency throughout the brand.
The bold design was complemented with a color palette that was simple yet spoke to the personality of the brand. The green brings a sense of nature, representing the brand’s “grounded in reality” value. The orange expressed the “inspired by vision” value through uplifting and joyful energy.
