Geletka+: Brand Refresh

Converted four brand pillars into a design system. Developed and refined moodboards to provide a variety of visual directions, then synthesized selected elements to introduce an identity that balanced a modern style with Chicago edge. Contributed to the evolution of the system across key brand moments and created case studies that extended into motion design.

Team: John Geletka, Nancy Mines, Joe Wangler, John Deluca, Anders Newman, Austin Bond, Amanie Safadi, Doug Leinen, Jon Scarpelli, Aiden Domenz.

My role: Early-stage ideation, visual direction, asset design (including execution of raven graphics based on initial concept by Joe Wangler), and motion graphics across social and web.

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Challenge

Design an engaging animation that accurately reflects the G+ brand personality: playful and modern while maintaining a clean, minimalist aesthetic.

Solution

Developed a scalable design system that employs subtle, layered background elements to create a sense of dynamism. This approach keeps core content cohesive while allowing the overall experience to feel fresh and on-brand.