When Josh came to us, he had just left his job at a cushy San Francisco startup in favor of reclaiming his independence and striking out on his own as a digital marketing consultant. He realized that before he went too far, it would be important for him to refine his personal brand image to put forth a polished appearance that accurately reflected his work, and give him a platform to express his ideas on marketing, tech, and culture-hacking, among others.

 

Josh explained how he relishes the challenge of solving really hard problems that appear to be without an answer. He sees what he does as the intersection of art and science, and approaches each problem from a unique perspective, using what seem like conventional marketing tools in unconventional ways to solve his clients' gnarly problems.

 

With Josh's specialty in mind, we began building an identity system for him that expressed his excitement for and unconventional take on marketing. We began to see a pattern emerging that revolved around the idea of perspective, and how Josh often views situations from a different angle than most people. With such an unconventional take on marketing there was just no other way to go than to go bold. We first selected a bright, acidic palette that simultaneously sets the stage to expect the unexpected while enveloping you in color and paired that with a set of typefaces that mirrored Josh's confidence and approachability. From there we used the palette to create a pattern of diverging angles which were designed to visually evoke the idea of shifting viewpoints and perspectives. These elements were brought together to create a fresh, strong website design as well as other collateral.