Idean

Origin

We started with a limited set of brand elements though it included the logo, a set of colors, patterns, and a typeface. These elements originally started as guardrails for design exploration. The origin of the graphic Scandinavian design style stemmed from the Finnish background of the founders of Idean. Previously, everything had been created with the idea that Idean is an agency that works within a digital space. This was most evident in the color palette.

Explorations

Keeping the original brand elements in mind I began sketching some initial ideas around what this new set of brand illustrations could be.

From the hand-drawn thinking, and visual reference, I could continue to explore further in the digital medium that the final illustration would live in.

I continued to explore as many ideas as I could and push the concepts in multiple directions. Eventually, another visual designer joined me in the exploration to challenge each other and dive deeper.

Animation

Part of the exploration involved me trying out animation in a few concepts.

Layers

Through the process, I looked for ways to build meaning into how we assemble the artwork as well as what it says. I aimed to find a system for creating each new piece of art needed. I built layers of meaning into each element considered.

Scaling

What we arrived at was a system that scales and builds with purpose. This new system integrated iconography, mixed media, vectors, shape planes, and Idean colors at three levels of illustration.

Icons

I kept the icons limited to the most simple and boiled down elements.

Spots

For the spot illustrations, I added another layer of meaning to help further define the concepts.

Heroes

Collaborating with another visual designer, we used mixed media to create hero illustrations in order to expand the style further.

Full set

The full set of illustrations was made to scale in size, as well as the ability to represent itself in multiple digital mediums.

But what was missing in medium and in culture?

Accessability

This project was a critical turning point for me as a designer. While I originally aimed to use Idean’s previous brand colors to create this new illustration system I learned a lot more about accessibility through the process. I realized I would have to convince Idean's leadership that more changes to the brand were needed.

Restart

At this point, other designers and I took a good hard look at Idean and worked together to plan workshops where we could ask members of Idean about what it meant to them. We worked from our findings to create something new that could underscore the strengths and values of the company.

Focus

Finally, we chose to go back to the heart of Idean and focus on the company values. We used those as the pillars of the new design direction.

Identity

Together we created a new visual identity for Idean.

An unapologetically bold look that champions Idean’s humanity.

We created a design system of mark making, each stroke with its own ability to express something different.

Marks that express how our creativity impacts the trajectory of society, culture, and the ways people work.

Marks that express how we can visualize our effect, representing human actions with mark-making.

These marks allow us to tell visual stories and tailor the qualities to the nature of the communication.

In use

I tested the new identity with
company messaging.

Illustration

Working closely with other in-house illustrators, we tested the ways that the new identity could take new forms of visual communication with illustration. At this point, I gave art direction and trusted in the stylistic skills of one of our other incredible illustrators.

A Brand for all

What we finally ended up with was a brand look and feel that others could own. It wasn’t intended to be the final statement, but rather to be a tool for everyone at Idean to make their own statement, and tell their own story about what Idean means to them.