While working at WhiteSpace Creative, I had the opportunity to be apart of the rebrand team. We were updating a brand identity that existed for 20 years, that the CEO himself created. My role in the team was to direct WhiteSpace’s new identity, and create stationary materials. This was a very thorough process where we no idea unexplored. Our CEO gave us the additional challenge to find a way we could stand out nationally, but not loose sight of the current identity’s recognition.

Our stationary materials focused heavily on the impact new business cards would make on new contacts and clients. WhiteSpace’s new logo was inspired by the conversations that happen between client-agency, brainstorm meetings, and all the ways conversations spark great ideas. To continue on with this direction I created a “maze” of conversation bubbles that mimic the client/agency project process from the kick-off through the post-mortem meetings. The tagline “Creative Thinkers. Experienced Storymakers.” helped emphasize the new brand direction, while the handwritten signature would give the card an extra personal touch.

The photography direction would continue to carry on with the conversation idea through showcasing our company culture and physical space to show viewers we’re accessible, and people behind the brand to make WhiteSpace feel more approachable.