ANI COnsulting
Workplace and ESG experts that want to shake it up and let everyone know that “it’s not just about f**king trees”.
Colourful language! 🫣 I noted it down in an early meeting. A direct quote from the client in a moment of genuine frustration and passion for the cause. It’s good practice to actively listen. It’s these moments of honesty that make a brand stand out; and when I later used it in mockups as an example of tone of voice, the client loved it.
Overview
To build a kit-of-parts. A new logo, typeface, colours and graphic elements to be used primarily for Canva presentations.
I knew pretty early on that the logo for ANI was going to take the form of a monogram. After a lot of sketching of ideas, trying to find a way of combining both a symbolic monogram and a sense for what the company does, I discovered this mark.
It was important, I felt, to show the client’s new logo in situ, alongside their partners-in-mission. Futureproof, already being a friend in projects and B Corp being a badge many companies aspire to when it comes to being an upstanding business in today’s world.
The Brief
A colour palette was needed that was both corporate without being too corporate, and connected to the subject matter with enough versatility to be used in data visualisation.
There was some trial and error with the teal and pink, but we arrived at a suitable palette that felt serious yet approachable. The colours in between, representing the earth and the orange; a bold accent for importance and calls to action.
Graphic elements were created from the logo that gave a more organic and human feel to the overall identity. These would be used to contain imagery, highlight elements, break up information or to just add graphic interest to an otherwise plain presentation page.
Design System
Typography
In Canva, the brand elements were set up to be used easily by the client. A few templates made as examples. Canva is a little limited in areas such as creating custom image frames, but a work around was found.
While the primary goal was to create an identity with digital presentations in mind; I wanted the client to be able to visualise how this kit-of-parts might work across the board, imagining how it would look on social media or perhaps at a networking event in future where potential clients can take away goodies.
What the client said.
"Alex goes beyond just delivering a logo and brand package. He takes the time to truly understand your brand and create something meaningful. Even though my project didn’t fit his standard packages, he easily tailored a custom solution. His communication was excellent, and he was flexible with scheduling calls.
I was impressed by how he quickly turned a short call into unique design options, factoring in competitor analysis and partner alignment. His initial concept was spot-on, even after considering my feedback. Alex also provided Canva brand elements that have been invaluable for my presentations. I’m excited to work with him again on my website and future brand materials.”