erin_lee_@outlook.com
(415) 726 8527
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Avanti Brand and Website Refresh
This fall I served as the graphic design intern at Avanti Content Co,. and a major focus of my internship was working on an internal brand refresh. This included shortening Avanti Content Co. to Avanti and updating the brand’s logo and website, as well as other digital assets like pitch decks, social media materials, and creating a set of icons.
Working with Avanti’s Content and SEO strategist, Maggie Sullivan, we talked about Avanti’s mission to partner with B2B companies create clear branding and messaging that help push their company foreward. From this, we decided on keywords and differentiators that the Avanti brand should reflect including nimble and bureaucracy-free, content (writing)-first focus, industry fluency in complex fields, and partnership and trust.
Looking at the old logo, some of these ideas were reflected. For example, we found the arrow integrated into the “a” was strong and effectively got across the idea of moving forward, but this “a” was only used in the favicon version of the logo. I started off there in my logo experimentations, playing around with how to integrate the arrow into the “a” and how many arrows to use. I also investigated alternative fonts as well as use of italics to further the idea of progress and professionalism.
In the end, we settled on the logo and alternate logos presented below, and I proceeded to working on a new visual language that would accompany this new logo. We decided a key graphic element should be arrows, so I created several versions that could be used in different media depending on the amount of arrows needed, and I used those arrow elements to guide my icon creation. All of these elements were then applied to a prexisting Avanti Squarespace website which was was updated to match new brand guidelines.
Illustrator, Photoshop, InDesign, Squarespaace
Maggie Sullivan
Avanti
Logo Experiment Presentation
Website Redesign
Icon Set
Business Cards