Reframed

Overview
Reframed is a workplace and leadership consulting agency. They uncover personal insights from their clients, and fundamentally restructure their operations for success. When I was approached by Reframed, they were called Dynamic Insights Partners. They were struggling to identify with their brand, so we set out to better communicate their purpose and better represent their team.

Let’s get into it—

✦ Skills
Logo Design, Brand Design, Iconography System, Color

✦ Collaborators
Carolyn Coyne, Brand Strategy Consultant

✦ Industry
B2B, Professional Services, Consulting

- The “Dynamic Insight Partners” brand was not one they could relate with, and so neither could their clients.
- The colors and icons could not keep pace with the imaginative capabilities of their team, so it left the team feeling limited.
- Logo was stiff, leaving no options for smaller placements.
- Create an inspiring color palette, with plenty of options to choose from (including a very specific request to add chartreuse).
- Create a flexible iconography system that is capable of communicating complex ideas and concepts.
- Create a fresh and highly legible logo for their new name “Reframed.”
- Include a logo mark for more flexibility.
- Bring the insights from the Brand Strategist research to life.

Process

We discuss and draw up a scope, timeline, and contract.
A scheduled Kick-Off meeting where in I listen and ask questions. I’ll follow-up with a brief document detailing what I’ve heard and learned.
With the the goal of identifying areas of opportunity, I will put together a visual audit of competitors, industry adjacent brands, and styles I want to either avoid or draw inspiration from.
With the audit and the brief in mind, I will begin to pull together custom moodboards. Combining many existing materials to create an ownable vibe that will inform the brand.
A scheduled meeting to review the audit and the discovery together and raise any red flags, and begin to narrow down the different style directions.
The fun part and the most extensive part. I will start wide, sketching as many distinct ideas as I can. Narrow it down to what has potential. Then I go wide again with different variations of those ideas. From there, choose my recommendations.
From here our goal is to narrow it down to one idea, and continue to refine from there.
As more and more decisions are made, we will compile and perfect a suite of brand assets and guidelines.
All stakeholders have approved the final assets, and I deliver an organized and complete branding package.

It feels great to stand in front of a brand you feel proud of. A brand that you love building with every day.

While working with Reframed, their excitement for their work was palpable. Together, we crafted a brand that reflected their taste, passion, joy, professionalism, and their “work-in-progress mindset.”

They wanted something minimalist, yet flexible and dynamic.

Icon Families

I created a custom library of icon shapes using 6 different shape families: Frames, Droplets, Dots, Leaves, Sharps, and Arches. Each family starts with a single basic shape and builds upon itself using repetition, scale, rotation and overlapping. Each family evokes a different feeling, and can represent a limitless number of concepts from simple and literal, to complex and intangible.