consider
CLIENT
Brink Communications
ROLE
Creative Director
BACKGROUND
Brink Communications started as an agency for good. In the wake of COVID-19, the agency took the time to reflect and shift their approach to their work, internally and externally, embracing reciprocity in the process.
IDEA
Design a brand that celebrates the full spectrum of the people of consider, and the newly crafted identity, mission, and values.
A NEW NAME
Brink Communications renamed themselves to ‘consider,’ a word that could reflect our thoughtfulness and invitation to shift perspectives. The word mark design was carefully crafted to visually represent 3 main attributes of the new brand; reciprocity, community, and embracing both/and.
RECIPROCITY
The ‘c’ and ‘o’ are connected, creating rhythm and reciprocity. This dynamic shape nods to the brand trait of working together with community through continuous dialogue and flowing momentum.
COMMUNITY
The focus on the letters ‘co’ centers community, the approach the agency takes in their work. The emphasis on the ‘co’ also symbolizes them as co-conspirators and co-creators, they are thoughtful listeners and take action in the pursuit of justice. At their best, their work brings folks in, brings wholeness and transforms from the inside out.
BOTH/AND
The letterforms are bold, yet rounded and approachable, representing the idea of both/and by juxtaposing strength and vulnerability, a radical softness.
COLOR
The brand colors shift away from singular colors and embrace the in-between, because consider doesn't live in the binary. The yellow/green is the hero color, calling attention to what matters, while still providing the full context. It is striking, energetic, and bold, and represents the ability to highlight change.
The secondary palette helps create the branded gradient spectrum. It is a deliberate reflection of the idea of what exists beyond the binary. The team is a diverse set of people, with a multitude of talents, lived experiences, and intersectionalities of identity. We wanted to celebrate this with the ‘spectrum’ swatch, which encompasses all of the brand colors, representing inclusivity and all of the agency working together as a cohesive team.
TYPOGRAPHY
Continuing with the idea of both/and we selected a mix of typefaces that had both san-serif and serif versions. This provided the design with cohesion and versatility.
COLLABMARKS
The work is a journey, and the team pushes against perfectionism. We featured organic work-in-progress design elements to create a sense of iteration and revision. It invites collaboration visually, and celebrates our imperfection and humanity.
DUALITY SHAPE
The idea of shape is in the mission statement, “we shape new narratives.” This design element visually represents this and the both/and philosophy. It balances round and sharp edges and masculine and feminine shapes, echoing the in-between nature of the brand design.
BRAND IDENTITY
All of these elements come together to create the brand identity. They created a system that provided us with the flexibility to design for every space, and the meaning to communicate who Consider is visually.
WEBSITE
We went through the entire process of designing a website, just short of actually launching it. It was meant to launch Labor Day weekend, but in a dramatic turn of events, we received the news that Brink Communications was closing instead. While it was a huge bummer, I'm still happy with the design system we were able to create.