Branding & Identity
Complete rebrands for two AI companies and one consumer e-commerce brand, including logo systems, art direction, and the underlying strategy.
Company:
Dianthus, Modern Mutt & BrandGuard
Role:
Designer
Date:
2021-2022
Branding & Identity
Three rebrands, three very different audiences: an AI company defining itself around change, a brand-governance platform teaching machines to understand identity, and an e-commerce shop for dog people and backyard farmers. What connects them is the work of turning an abstract idea about a business into a mark, a voice, and a system that holds up everywhere it lands.
Dianthus
Our logo embodies the core of the brand—artificial intelligence.
The abstract delta symbol represents change, reflecting our unique focus on AI. Its clean, modern design balances simplicity with complexity, showcasing the intersection of innovation and functionality at the heart of our work.
Led the complete rebranding of Dianthus in under 4 weeks through proactive stakeholder collaboration.
Modern Mutt
Re-Brand: How can we create a more cohesive store name while simultaneously elevating the brand's overall look and feel.
The store was originally named Bainbridge Mercantile and offered a curated selection of pillows, totes, and art designed for backyard farmers, dog lovers, horse enthusiasts, beekeepers, and more.
Modern Mutt
We aimed to elevate the product quality and overall design of the brand. I hired a pet photographer, and under my art direction, we captured photos that instantly enhanced the website's appeal. For the logo, I focused on creating a clean and modern design, with a touch of playfulness to reflect a "sophisticatedly cute" brand identity.
BrandGuard
Core mission: to teach machines to understand brands better than anyone else in the world
The logo symbolizes the continuous loop of learning required by our AI models to fully comprehend every brand. It embodies our commitment to innovation, expertise, and excellence in brand governance.
