Branding
Case study
EclipseCorp
Rebrand for a full-stack creative production agency
Objectives
- Modernize the color palette
- Maintain the original typeface
- Increase legibility of the logomark (EC) at reduced sizes, especially for social media
- Unify the separate business services under one parent company and brand
- Create a simple design system that keeps the brand in the backseat to the imagery
One vendor saves on cost and time
Fewer price markups
15-35% of the total budget saved
Lower coordination costs
One kickoff call, one production schedule, smoother file handoffs
Fewer production errors
Correct image resolution, proper crop areas, color matching
$47K
Separate vendors
$38K
$9K saved
One vendor
Before the rebrand, most clients only used one EclipseCorp service per project. They might send photos for retouching, then utilize another company for printing without realizing EclipseCorp could handle the photography, retouching, and printing as one complete creative service. This saves clients money and time with one point of contact managing the whole project execution. The mailer raised awareness and encouraged clients to combine services.
Challenges with the original
The original struggled in aligning with other elements due to the upside-down T-shape as well as scaling for social media.
Aligning the tops of elements creates visual imbalance.
Aligning the bottoms works if the element height matches the logo text height. The icon can also feel disconnected.
A square holding shape inside of a circle creates tight space near the corners, and removing the square altogether makes the logo feel like something is missing.
New logo iterations
We explored many iterations as a team and revised the logo a dozen times, testing color schemes, typefaces, and including elements of older logos. Ultimately, we agreed with leadership to maintain the recognizable EC monogram and house it inside a circle to better pair with the roundness of the wordmark and generally reference the “eclipse” element of the name.
Filming and editing by Jared Miller
The rulebook
After the logo was designed, the brand guide was created to control the application. A brand guide is an essential source of truth enabling different designers to execute the brand in a consistent way.
Business statement
EclipseCorp is a multidisciplinary business with four main focuses:
Photography & video
Printing & installation
Retouching
Creative services
The company got its start in 1994 with a focus in photography, and in time, printing, installing, retouching, and graphic design became service offerings to support photo projects, helping make EclipseCorp a one-stop shop.
Tagline
Igniting and empowering brands through resonant images
Color
The EclipseCorp brand is clean, light, and airy, and designed to take a backseat when paired with the imagery they produce.
Why green?
Green is associated with calm, growth, renewal, and money. Lighter greens tend to feel fresher and more approachable while darker greens feel more traditional or stable.
A medium gray is versatile in use and wouldn’t distract from imagery.
Primary
#84BD00
RGB 132, 189, 0
CMYK 54, 0, 100, 0
Pantone 376 C
Secondary
#888B8D
R 138 G 139 B 141
C 54 M 0 Y 100 K 0
Pure black ink: K = 55
Pantone 8 C
Backgrounds
#FFFFFF
R 255 G 255 B 255
C 54 M 0 Y 100 K 0
Overlapping colors is not recommended to maintain legibility and color contrast.
Typography
Akzidenz Grotesk is a classic typeface that has been in use for over 100 years. The condensed font creates visual contrast making it useful for headers while still feeling like part of the family.
Mailer
Before the rebrand, most clients only used one EclipseCorp service per project. This mailer created awareness for the other services.
Van decals
After a given project is printed by EclipseCorp, installers bring the graphics to their intended environments. Designing the van decals presented the greatest opportunity for error due to the unique shape.
Business cards
This project was a collaboration with designers Tyler Dunbar and Jamie Linscott.
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Branding
Product
About
Branding
Case study
EclipseCorp
Rebrand for a full-stack creative production agency
Objectives
- Modernize the color palette
- Maintain the original typeface
- Increase legibility of the logomark (EC) at reduced sizes, especially for social media
- Unify the separate business services under one parent company and brand
- Create a simple design system that keeps the brand in the backseat to the imagery
One vendor saves on cost and time
Fewer price markups
15-35% of the total budget saved
Lower coordination costs
One kickoff call, one production schedule, smoother file handoffs
Fewer production errors
Correct image resolution, proper crop areas, color matching
$47K
Separate vendors
$38K
$9K saved
One vendor
Before the rebrand, most clients only used one EclipseCorp service per project. They might send photos for retouching, then utilize another company for printing without realizing EclipseCorp could handle the photography, retouching, and printing as one complete creative service. This saves clients money and time with one point of contact managing the whole project execution. The mailer raised awareness and encouraged clients to combine services.
Challenges with the original
The original struggled in aligning with other elements due to the upside-down T-shape as well as scaling for social media.
Aligning the tops of elements creates visual imbalance.
Aligning the bottoms works if the element height matches the logo text height. The icon can also feel disconnected.
A square holding shape inside of a circle creates tight space near the corners, and removing the square altogether makes the logo feel like something is missing.
New logo iterations
We explored many iterations as a team and revised the logo a dozen times, testing color schemes, typefaces, and including elements of older logos. Ultimately, we agreed with leadership to maintain the recognizable EC monogram and house it inside a circle to better pair with the roundness of the wordmark and generally reference the “eclipse” element of the name.
Filming and editing by Jared Miller
The rulebook
After the logo was designed, the brand guide was created to control the application. A brand guide is an essential source of truth enabling different designers to execute the brand in a consistent way.
Business statement
EclipseCorp is a multidisciplinary business with four main focuses:
Photography & video
Printing & installation
Retouching
Creative services
The company got its start in 1994 with a focus in photography, and in time, printing, installing, retouching, and graphic design became service offerings to support photo projects, helping make EclipseCorp a one-stop shop.
Tagline
Igniting and empowering brands through resonant images
Color
The EclipseCorp brand is clean, light, and airy, and designed to take a backseat when paired with the imagery they produce.
Why green?
Green is associated with calm, growth, renewal, and money. Lighter greens tend to feel fresher and more approachable while darker greens feel more traditional or stable.
A medium gray is versatile in use and wouldn’t distract from imagery.
Primary
#84BD00
RGB 132, 189, 0
CMYK 54, 0, 100, 0
Pantone 376 C
Secondary
#888B8D
R 138 G 139 B 141
C 54 M 0 Y 100 K 0
Pure black ink: K = 55
Pantone 8 C
Backgrounds
#FFFFFF
R 255 G 255 B 255
C 54 M 0 Y 100 K 0
Overlapping colors is not recommended to maintain legibility and color contrast.
Typography
Akzidenz Grotesk is a classic typeface that has been in use for over 100 years. The condensed font creates visual contrast making it useful for headers while still feeling like part of the family.
Mailer
Before the rebrand, most clients only used one EclipseCorp service per project. This mailer created awareness for the other services.
Van decals
After a given project is printed by EclipseCorp, installers bring the graphics to their intended environments. Designing the van decals presented the greatest opportunity for error due to the unique shape.
Business cards
This project was a collaboration with designers Tyler Dunbar and Jamie Linscott.
Home
Web
Branding
Product
About
Branding
Case study
EclipseCorp
Rebrand for a full-stack creative production agency
Objectives
- Modernize the color palette
- Maintain the original typeface
- Increase legibility of the logomark (EC) at reduced sizes, especially for social media
- Unify the separate business services under one parent company and brand
- Create a simple design system that keeps the brand in the backseat to the imagery
One vendor saves on cost and time
Fewer price markups
15-35% of the total budget saved
Lower coordination costs
One kickoff call, one production schedule, smoother file handoffs
Fewer production errors
Correct image resolution, proper crop areas, color matching
$47K
Separate vendors
$38K
$9K saved
One vendor
Before the rebrand, most clients only used one EclipseCorp service per project. They might send photos for retouching, then utilize another company for printing without realizing EclipseCorp could handle the photography, retouching, and printing as one complete creative service.
Challenges with the original
The original struggled in aligning with other elements due to the upside-down T-shape as well as scaling for social media.
Aligning the tops of elements creates visual imbalance.
Aligning the bottoms works if the element height matches the logo text height. The icon can also feel disconnected.
A square holding shape inside of a circle creates tight space near the corners, and removing the square altogether makes the logo feel like something is missing.
New logo iterations
We explored many iterations as a team and revised the logo a dozen times, testing color schemes, typefaces, and including elements of older logos. Ultimately, we agreed with leadership to maintain the recognizable EC monogram and house it inside a circle to better pair with the roundness of the wordmark and generally reference the “eclipse” element of the name.
Filming and editing by Jared Miller
The rulebook
After the logo was designed, the brand guide was created to control the application. A brand guide is an essential source of truth enabling different designers to execute the brand in a consistent way.
Business statement
EclipseCorp is a multidisciplinary business with four main focuses:
Photography & video
Printing & installation
Retouching
Creative services
The company got its start in 1994 with a focus in photography, and in time, printing, installing, retouching, and graphic design became service offerings to support photo projects, helping make EclipseCorp a one-stop shop.
Tagline
Igniting and empowering brands through resonant images
Color
The EclipseCorp brand is clean, light, and airy, and designed to take a backseat when paired with the imagery they produce.
Why green?
Green is associated with calm, growth, renewal, and money. Lighter greens tend to feel fresher and more approachable while darker greens feel more traditional or stable.
A medium gray is versatile in use and wouldn’t distract from imagery.
Primary
#84BD00
RGB 132, 189, 0
CMYK 54, 0, 100, 0
Pantone 376 C
Secondary
#888B8D
R 138 G 139 B 141
C 54 M 0 Y 100 K 0
Pure black ink: K = 55
Pantone 8 C
Backgrounds
#FFFFFF
R 255 G 255 B 255
C 54 M 0 Y 100 K 0
Overlapping colors is not recommended to maintain legibility and color contrast.
Typography
Akzidenz Grotesk is a classic typeface that has been in use for over 100 years. The condensed font creates visual contrast making it useful for headers while still feeling like part of the family.
Mailer
Before the rebrand, most clients only used one EclipseCorp service per project. This mailer created awareness for the other services.
Van decals
After a given project is printed by EclipseCorp, installers bring the graphics to their intended environments. Designing the van decals presented the greatest opportunity for error due to the unique shape.
Business cards
This project was a collaboration with designers Tyler Dunbar and Jamie Linscott.