Crafting foundational elements for startup company Adinia

Role

Brand Designer

Client

Adinia

Background

Adinia is a startup company using the power of AI to quickly identify and respond to potential threats when it comes to tracking and monitoring physical infrastructure.

What I worked on

I created a new logo and defined branding assets, such as color palette and font to build a visual foundation for the company. 

My Responsibilities

- Collaborate with company Founder and receive feedback during weekly check-ins. 
- Format files and define dimensions to incorporate branding across business sites and socials. 
- Develop the look and feel for their premiere logo

THE PROCESS

Creating the company logo

‍The founder of Adinia mentioned that one of the main purposes of Adinia was to create products that would track the life cycle of construction projects.

Competitive Analysis



I looked up competitor companies and noticed these 3 insights:
1. They’re simple and can be recreated by hand, off memory.
2. They are structurally sound.
3. They represent some type of process or static movement.

Sketching

In addition to this inspiration, I also though about what comes to mind when it comes to words associated with infrastructure: growth, stability, buildings, roads, etc.. and I whipped up some sketches!


I began narrowing down my sketches by looking up the stages of a product life cycle and iterating the logo to represent this process.

Digitizing the Sketches

While digitizing the logo, I sought out ways to add a double meaning to it. I wanted the logo to also represent infrastructure, so I rearranged the elements that create the shape of a product lifecycle to create the silhouette of buildings.

Final Logo Designs

The upward strike through the logo represents growth and forward movement as the company grows and supports construction companies to expand and maintain their projects. The colors are kept at grayscale to communicate a modern, sleek, and professional software brand.

Typography

In addition to designing the company logo, I defined standards for typography and color usage.


I chose Work Sans as the font due to it's futuristic feel, and it's modern look communicates trust and credibility.

Color Palette


In order to uphold a sleek and modern brand, the company’s primary colors are Gunmetal, White, and Cultured. The Jungle color will be used for the company’s sustainability page to communicate the company’s pledge to operate with sustainable standards. 

The secondary palette demonstrates the different states that can occur while using the software. For example, Sunny for alerts, Candy for error states, and Blue for success states.




Reflection

Although this was a short project, I had the pleasure of working on brand design and other foundational assets for a startup company. It definitely felt like a lot of pressure at first, but it’s great knowing that what I create now can set the trajectory of the product and how the company expands.

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