I was recently hired to design an identity for a new marketing firm in Albuquerque, New Mexico called Mint Marketing.
Immediately, we spoke about the naming and its use in the market place. We also spoke about the competition or other people using Mint in their name. This led to research that showed most designs included a mint leaf with their mint name. So, this became my starting point, to design without using a mint leaf.
The challenge became to visually communicate the strength and trustworthy nature of this agile new company in a clean and simple way. As part of Mint's marketing strategy they want a strong letter "M" in the identity and an icon that can be used on it's own. Plus, the tag line "connect, create, cultivate" to explain the mission of the company.
I used symbols of connection, light, bar charts, and line graphs to inspire the first round of designs. I always present these initial designs in black and white, as they need to work this way in branding at the most minimal visual points.
You're looking at the first round of identities that I presented this week. It includes four options, designed to be modular. Each option is a system that the client can add and subtract elements as needed.
I was commissioned by YogaZo to update a graphic they love, and add Colorado to the family of designs. These will be applied to t-shirts and stickers, and work to extend the brands visual language. The graphic speaks to the style of the pop-up yoga classes that mostly happen during happy hour, in local breweries.
I believe in giving back. So, when I was invited to be a reviewer of student portfolios, I took the opportunity. It's a great way to see what students are working on and meet other designers in town.
The Review is an annual event put on by Art Directors Club of Denver and AIGA Colorado. It was fun to see the work and pass on what I've been taught throughout the years.
Inspiring, short documentary about a retired, graphic artist. He has macular degeneration, and now paints using a computer with pixels large enough to see.
Here are the results of the branding process with YogaZo, a growing brand that offers pop-up, yoga classes and an inclusive community.
The icon is designed combining the letters, Y and Z to represent a person moving through yoga poses.
It appears in a circle because it's appealing to the eye, and it draws attention to the high contrast trademark. The circle represents the wholeness that yoga and community bring, the foundation of a YogaZo experience.
For each location there is a trademark. We wanted a mark for apparel design and promotional purposes.
The next steps in the branding process will involve color, pattern and defining a style guide.
Every Wednesday night in Boulder, CO. the always inspiring, Mike Giant hosts art night, and some incredible people show up. Some of these open studios are dedicated to making zines, with everyone contributing art to fill the pages.
Here are some spreads that my art appeared on last week. The zine took on a life of its own, and ended up being 40 pages. Too much fun!
Photos by Mike Giant