In 2013, the founder of Booker College Planning approached me about revamping his brand and website in order to aid in growing his business and to attract new clientele. At our next meeting, I suggested that the new brand should reflect the client’s high level of professionalism and company mission. The new logo would have to be modern, timeless, and communicate a feeling of trust. It would also have to be legible at a variety of different sizes and formats for future marketing materials.
3.3″ x 2.16,” business card
4/4 digital print on quad ply 32pt, Ultra White Mohawk Superfine paper, Ocean Blue seam
In addition, the logo would also have to represent the founder’s friendly and approachable demeanor. The “Neutra Text” font family was chosen for its legibility, geometric precision, and its warm/ human feel. The logo features a winding road constructed in the positive space of the blue square — representing a young student’s career path to college and beyond. The path is not a straight one and neither is life. The logo would represent the message that life can be a winding road and Booker College Planning is there to help guide the student to make the planning experience less stressful and a more enjoyable process. The resulting brand identity package included graphic standards guidelines, a letterhead, a business card, an envelope, and an invoice template.
In order to further enforce themes of trust and approachability, I directed and photographed two separate sessions with the company’s founder. Portraits from these sessions would be featured on the company’s website, promotional materials, and brochures.
The website design would need to reflect the same principles of the brand identity. The resulting website design is modern and clean in its visual aesthetic. It features minimal color, high-end photography and lots of negative space. The UI is straightforward and easy to navigate with menu and submenu items stripped down to the most basic categories for finding what you need and quickly. Additionally, the layout is a responsive design that automatically readjusts to the appropriate sized device (i.e. mobile device, desktop, laptop, etc.).