BRAND IDENTITY | CASE STUDY
Nancy Wright & Associates
Nancy has spent over 20 years building the internationally acclaimed GLOBE Series of Leadership Summits for Sustainable Business. In 2019 she started her consultancy, serving a number of organizations from cleantech start-ups to think tanks. She provides unparalleled strategic thinking, leadership, operations, and culture development for impactful environmental mandates.
CLIENT:
Nancy Wright & Associates
DATE:
April, 2019
CATEGORY:
Brand Identity
STRATEGY
My goal was to craft a symbol that captures the essence of her brand—something impactful and bold—while also acknowledging the sustainability space. With these qualities in focus, I aimed to maintain a clean and modern aesthetic. To visually convey my vision to the client, I initiated the creative process with the development of a mood board.
PROCESS
I start by crafting two lists. The first draws inspiration from individuals, locations, or items emblematic of the industry, while the second catalogues those evoking a specific feeling. From there, I distill these lists, giving rise to an initial vector representation. For this project I embraced nature as the primary theme, handpicking elements like leaves, branches, and birds to form a striking graphic. During the exploration phase, these combinations evolve, affirming initial expectations while simultaneously opening up new creative avenues.
TOP CHOICES
The client deliberated between two options, ultimately choosing the bird logo featuring the partial ‘N.’ From there we collaborated to further refine the selected design.
SUMMARY
After approving the final artwork, we solidified the brand colours. Opting for hues that are subtly muted yet vibrant, we selected Oswald as the primary brand font. Given its role in body text, we sought a clean sans-serif font with an extensive family, ensuring versatility in both documents and larger print mediums. To complement Oswald, we paired it with the serif-style font Crimson Pro for headlines, creating a harmonious yet contrasting typographic combination.
