Proteum Energy

Strategy

The strategy centered on visual restraint as the core differentiator. Where most energy brands default to aggressive color and heavy typography, Proteum went the opposite direction, using generous white space as an active element in the composition. The layout lets the mark breathe and command attention through isolation rather than density. The typographic direction used a geometric sans that carries scientific precision without coldness, with tight tracking on the wordmark reinforcing the technical character throughout the system.

Brand Colors

• By looking at competitors to the client, I was able to establish colors that relate to their industry and name, but also help it stand out from what their competitors are using for brand colors
• The final product ended with a minimal use of color, letting the space around it help it stand out and create an impact

Exploration

• The initial designs start with exploring off shapes that can relate to carbon and hydrogen particles
• Explored a wide range of abstract logo ideas to find a direction that felt modern and energetic
• Iterated through different geometric shapes and symbol concepts to refine the balance, movement, and overall feel of the final mark
• Tested multiple logo layouts, proportions, and typography pairings to create a strong connection between the icon and wordmark

ATRA

Strategy

The visual strategy was built around maximum contrast as a philosophical stance. The color system, near-black grounds with a sharp electric cyan, was chosen specifically to feel alien in the marketing agency space where warm neutrals and corporate blues dominate. Typographically the wordmark is set with tight mechanical spacing that signals precision and focus. The extended layout system embraced asymmetry and texture to give every application a restless forward-moving energy that matched the agency's data-driven but creatively experimental positioning.

Logo

The logo itself was meant to be simple and straight-forward. After some exploration, a decision was made on this logo which featured 2 abstract mouse cursors at the front and back of the logo, making the A, also symbolizing from first to last click of a user. 

Exploration

• After researching colors with other marketing agencies, the brand colors were chosen as to stand out and disrupt the competition
• The designs for the company itself ranged from creating posters for inside the office to skateboards
• The designs were meant to be a mixture of mystical, digital, data-influenced and heavily abstract
• The entire team loves music so we decided that our case studies could be represented with somewhat the same abstract style as the posters, but related to the case study material at hand, and look like an album cover

SunState Medical

Strategy

The visual strategy worked against the category default. Most medical brands communicate trust through cool blues and rigid grid layouts, which read as institutional rather than human. SunState's color system was built on a warmer architecture, a primary gold that carries optimism and desert warmth, balanced against a muted slate blue that supplies clinical credibility. The typography pairs a humanist sans for approachability with tighter-spaced utility type for labels and data, creating a hierarchy that feels both trustworthy and accessible across every layout.

Brand Colors

• Researched common color trends used throughout the medical and healthcare industry to establish familiarity and trust
• Used a limited, high-contrast color palette to keep the identity clean, modern, and easy to recognize
• Balanced professional medical aesthetics with warmer regional colors to help the brand feel approachable and distinct

Exploration

• Explored a wide range of color combinations of competitors in the medical/healthcare industry to see what we can use to stand out
• Tested different typography styles ranging from modern sans-serifs to more traditional type treatments to refine the brand personality
• Evaluated multiple font pairings to create strong hierarchy, readability, and a clean medical feel

ECO Mammoth

Strategy

Construction brands almost universally default to heavy black type, orange safety colors, and aggressive energy. ECO Mammoth was designed to flip that entirely. The primary yellow is playful and almost cartoonish at large scale, deliberately so, creating instant visual recognition in a space that takes itself too seriously. The mammoth mark was drawn with weight and confidence but given rounded approachable details. Compositionally the identity system leans into scale contrast, the mark large and commanding, the wordmark compact and secondary, so every layout application has a single memorable visual anchor.

Background

A San Francisco based start-up was looking for us to do a quick-spec proposition work into a construction-based dumpster company idea. Ultimately they did not receive funding to be able to start work.