Client
Array
Disciplines
Art Direction, Brand Design
Description
Array is an independent, woman-owned growth consultancy led by Alexdandra Lee. With a focus on underrepresented founders and the thriving communities they support, the company is agile, optimistic, and, well — pretty damn cool. The team at Godfrey Dadich Partners and I were thrilled to build a flexible brand identity, inspired by monumental land art and the Very Large Array observatory in New Mexico that Alexandra visited as a child. The dot above the nameplate is meant to represent the goals that Array helps its clients achieve.
Applications
Being a young, and quickly growing company meant that our brand identity system would need to scale easily, work on a variety of platforms, and evoke the energy that the founder brings to her business.
Process
We set off with valuable direction from Array's founder. The interest in large-scale land art sculptures, and the formal beauty of the letterforms in the name, offered fertile ground to explore visually.
We started by building out mood boards based on conceptual buckets related to the mission of the company and meaning of the company name. Color palettes, typeface pulls, a breadth of nameplate options, and formal logo explorations were all part of the initial push.
Once we met with Alexandra and walked her through our initial presentation, it was clear that her interest in bold, simple, modular design systems should guide the development of the brand identity. We homed in on Turnpike, a 1960s style modern gothic, as a nameplate for the brand. The rigid, sturdy letterforms paired well, and gave a solid foundation to the ascending dot that signifies the logo and monogram. The colors are bold, high contrast, and used generously throughout. The typefaces, Aktiv Grotesk, and Merriweather, are both workhorse type families, with attractive textures and neutral personalities.
Once the identity was complete, we built out sets of templates for presentations and social media, as well as a set of brand collateral that would give the client what she needed to build her company at her pace.
Role: Art Direction, Design
Additional Design: Habib Placencia
Creative Direction: Allie Fisher, Scott Dadich
Selected Works
Zillow - 2024 Rentals CampaignArt Direction, Design
Zillow - ZimplifiedArt Direction
Zillow - 2023 Rentals CampaignArt Direction, Design
Zillow Gone WildArt Direction
Netflix - Abstract Key ArtArt Direction
Zando - Brand IdentityBrand Identity
Brightcove - Brand Refresh CampaignArt Direction, Design
Netflix - Abstract Times Square BillboardArt Direction
Tropical Watch - Brand IdentityWeb Design, Brand Identity
Joe Coffee Company - Brand IdentityArt Direction, Packaging Design, Brand Design
Cold Water Album ArtAlbum Art
Array - Brand IdentityArt Direction, Brand Design
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