Process

After collaboratively exploring the company's goals, challenges, and trajectory, I began the design process with mood boards and word association exercises. I soon found my footing after the client shared some sketches reminiscent of a compass rose, whose design traditionally features a faceted north star. Since stars symbolize guidance and enlightenment, and Polaris is the ultimate waypoint, this design direction seemed perfectly aligned with our messaging.

After multiple iterations, we landed on a final design that utilizes familiar symbology to inspire trust and stability. The sharp, layered angles of the eight-point star and stretched diamond needle visually coordinate with the geometry of the wordmark. Conversely, a series of concentric circles serving as the annulet, dial, and pivot (the only uninterrupted sphere) infuse the design with organic motion.

For the brand font, we opted for a clean, unambiguous typeface that would behave well across various mediums and applications.

The foundation of the brand palette consists of three analogous colors: Deep Sapphire serves as the anchor – a cold, saturated shade that evokes ocean depths and projects strength and wisdom. Teal injects vitality with an energy of renewal. Hint of Green (a light spring green) pulls you out of the deep with an effervescent, open-space feel.

Secondary colors were chosen from the opposite end of the color wheel and include a bold orange that serves as a grounded accent and a subdued peach that lends some elasticity to the palette.