I designed the logo and visual identity for a small mentorship company based in Vancouver called Elementor. The goal was to create something that would appeal to a young adult demographic, and in order to do so, the brand would need to be visually energetic and exciting, without compromising the professionalism.
The logo was designed to resemble a house, an idea that was important to the founder. Through the design, it was my intention to focus all the lines of the logo upwards, drawing the eye towards the top, which converges much like an upward pointing arrow.
Colour was an essential component. In order to create a sense of energy, rich, vibrant colours were chosen. The main colour being a green that powers the brand as it’s a colour that is widely recognized as having calming qualities. Secondary colours provide accents to this main brand colour.
Here is an example of the palette and colour-blocking coming to life. The predominant green colour showing up in every asset, but it’s easily supported by the accent colours as well. This creates consistency while giving us plenty of visual flexibility.
By implementing a strong grid layout, yet injecting a variety of arrangements and colour, we’re provided with an endlessly playful system that can adapt to a variety of formats and applications.
The website sees the implementation of many of these elements, but with consideration given to a traditional web experience. An emphasis was placed on functionality and providing the user with clear actions to guide them.
While still a concept, the app was designed to be a tool used by both the client and the mentor to improve Elementor’s experience. It incorporates a selection process for the client to match with the right mentor, an in-app scheduling feature for appointments, a real-time chat, and other ideas.