Digigem Marketing
This collective marketing agency run by Maxine Knoll was looking to start their Portland based business and needing branding to help creating a brand identity that was quaint, approachable, with a feminine feel that would not detract from more masculine clients. Max’s business is focused on digital marketing, SEO, SEM, content writing, and consulting.
Max has a name already picked out, DigiGem Marketing and wanted an identity that paired her main business, digital marketing, with the her approach of treating every client as a beautiful gem that she can help sculpt into brilliance.
Deliverables
Logo, Visual Identity, Brand Guidelines
Year
2020-2021
The concept
With the content requested, I had to make sure to make it clear that this brand is not a jewelry store with the gem imagery and to make it neutral with a feminine approach. I decided to move with straight and sharp geometric lines to help solidify the gem, with each line connecting each part of the client and customer relationship and the multitude of offers DigiGem provides. These clean lines also distinguish this gem from natural and establishing it as a digital creation. Some small flair was added on icons to give the client the touch of femininity requested, while providing options without giving Maxine flexibility on how she wanted to present her business to clients.
Type & Color
The fonts for the brand needed to match the imagery, it needed to be elegant professional distinctive to catch clients eyes. Fino Sans was the clear choice for its Didot roots while still being a Sans Serif making it easier to read in the digital space, its tall height and high contrast elevate the brands identity helping Max stand out from her competitors.
Being based in Oregon, and Max’s favorite gem being an Emerald made a dominantly green palate a no brainer. The colors chosen in the branding were rich and pastel, with a vibrant green option as a secondary to make a big impact in small places.
