Aerolite is a boutique consultancy offering business strategy services to small established corporations (up to $5 million in yearly revenue). Aerolite needs full brand identity design, business cards, letterhead, and a cover page for their proposals.
As this is a personal project intended to show off my design style, most of the usual brand strategy work is omitted. Instead, I started by defining the brand’s vibes and overall mission:
The next step was to check color contrast for accessibility purposes. The darker warm gray from the initial mood board turned out to be too light to work on both the light gray and the light blue.
Because low contrast can be problematic for readers with certain visual impairments, I added a much darker version of the gray to the mix.
Then it was time to create the logos. After working out the shapes and proportions in black and white, I added the brand colors, and the logo suite was done.
For typography, I chose the Gabriel Sans family for its clean, minimalist look. The regular version work well for body text, bold for headings, and the condensed style for subheads.
The overall feel is light and calm, without veering into the boring or drab territory. There is a sense of simplicity, appropriate for an agency that promises to streamline business processes.
Business card design continues in the same vein:
And last, but not least, are the letterhead and the cover for Aerolite's business project proposals: