The Challenge
The executive team and our executive creative director decided that MasterControl needed a new brand that was more approachable and better resembled our offerings. The design team was challenged to explore some new ideas that could feel familiar to the current brand but modernize it to match our new sales
The Solution
I presented a fleshed out concept for a new logomark and brand identity with a variety of potential applications that closely tied to our current brand in color and tone. This concept was crucial in the strategy and internal discussions that ultimately led to the decision to depart from our current brand. Though this concept wasn't selected by the executive team, it helped to set the foundation we needed to choose the final direction.
