Pentapedal Branding
Roles: Creative Director, Designer, Copywriter
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My company's CEO & Owner (and at the time, the Creative Director) decided that she wanted to rebrand Bright Spot Creative & Bright Spot Events. At the time, we were operating under both of these names, which was causing confusion; especially because other companies (in similar industries) were popping up with similar names. We would need to come up with a name to represent our current company and offerings.
I brainstormed with my boss a bit, identifying what we stand for; qualities that we felt made us stand out from our competition. This led us down a path of discovery, to first come up with a list of words we wanted to associate ourselves with.
What we feel sets us apart, and therefore really want to convey, is that our company acts as an extension of our clients' teams. We are their partners.
I came across the word "pentapedal" in my brainstorming. Not only was it unique and kinda catchy, but it had a lot of meaning. I felt like it really represented us as a team, and my boss agreed. (see our brand story below for the definition, and how it ties in with who we are as a company.)
The initiative I took with this project, led to my promotion to Creative Director in summer 2019. I became the lead of this project: helping to determine our story, values and strategy; designing the logo; and defining our brand tone through copywriting.
A few of the initial words we chose to represent our brand:
My original sketch, inspired by the tail & legs of a pouncing kangaroo photo:
With our logo, I knew I wanted to design a brandmark that had a lot of meaning, yet was a bit abstract, and able to stand on its own. The typography would need to be bold and modern, speak to our primarily digital work.
The final logo & icon:
The primary color, a vibrant red we call "roux", is inspired by the red kangaroo.
