Dandelion is a digital transformation company and a Google partner. Their original identity borrowed from Google’s multicoloured wordmark. There was equity in the energy of the shapes and colours that symbolized different groups coming together to create a solution. In creating a new identity, I removed the noise and mirrored individual shapes within the identity and created a refined complementary colour palette to represent the pairing of the dandelion team and their clients at every level. The brand font reinforces a shift to a more sophisticated direction. The arrangement of the symbol and type suggests…yes, a dandelion.
The mirroring of the design elements created seamless patterns that evolved into brand textures that could be used instead of stock photography to further differentiate them from their competition. Within these shapes we were able to find abstract symbols that were used as brand assets in the site experience.
I used custom CSS and a bold palette to create a new brand experience on Squarespace to showcase their own digital transformation journey. Primary stock illustration and secondary iconography were enhanced to align with our design direction.
I created brand guidelines, e-signatures and a presentation deck template to help the team unify around the new brand. Check the site to see how it all came together.
