Element of Technology

Building Art-to-Tech

Brand Strategy & Identity + Copywriting + SEO

MISSION

To develop a visual identity and establish an online presence for the Atlanta-based technology and project management startup. The goal is to develop an identity as an efficient, diversely-talented, problem-solving team.

CHALLENGE

Element of Technology is a startup with current clientele, but no brand presence established to develop new leads and identify the brand and services. With the impending launch of a new product, a solid online presence was necessary.

OUTCOME

A brand visual identity representative of the practical communication, effortless efficiency, and versatile solutions provided by Element of Technology was developed. Copywriting for web content centered around the brand’s identity and influenced by SEO research and analytics was developed to strengthen their online presence and help establish strong positioning as a tech solutions provider.

SERVICES

Discovery & Research
Brand Identity
Positioning
Brand Development
Logo Systems
Brand Messaging
Copywriting

PLAYERS

Creative Director
Terone Allen

Graphic Designer
Daryl Atkins

Copywriter
Terone Allen

SEO Analyst
Whitney Sikes

Brand Direction

POSITIONING EXERCISE

Based on our initial Discovery session, six key brand attributes were determined to help develop the positioning and identity for Element of Technology.

These key attributes display the feeling, experience, and impact the Element of Technology brand will embody.

IDENTITY EXERCISE

Referring to the key brand attributes, the experience, and the values are summed up into two words to develop the Element of Technology brand identity. This identity acts as the guide for the brand’s direction.

TARGET AUDIENCE PROFILES

Two audience profiles were developed to put a face, name, and personality to who we are targeting with our design efforts. The Primary Audience Profile is based on currently targeted clients. The Secondary Audience Profile is based on your future targeted clients.

STYLESCAPES

Stylescapes were used to steer the visual direction for the Element of Technology brand. Based on the established Attributes, Positioning, Identity, and Audience Profiles, three initial Stylescapes were developed based on the Audience Profiles.

INITIAL STYLESCAPES

CHOSEN STYLESCAPE

A combination of the 2nd and 3rd Stylescapes was developed and selected as the visual direction that would be taken. Carrying some of the edginess illustrated in the 2nd Stylescape into the clean efficiency illustrated in the 3rd Stylescape captured the visual essence that matched Element of Technology’s brand direction.

COMBINED STYLESCAPES (CHOSEN DIRECTION)

Visual Identity

COLOR PALETTE

A color palette was developed from the Secondary Profile Stylescape to represent the Element of Technology brand. We targeted color combinations that would indicate security, stability, and practicality.

LOGO DEVELOPMENT

In our initial Discovery sessions, “diverse,” “versatile,” and “particles” were words frequently used. Keeping those words in mind while centered within the tech industry, several directions were explored before settling on a logomark that carried the identity of Distinguished Brilliance while also illustrating flexible agility, consistent stability, and nimble ingenuity