Seeking Health was a booming eCommerce company for five years. I was originally brought on for a web design update that was completed in 2016. While still profitable, the high quality supplement company was lacking in branding, a logo that make consistency difficult and many other gaps to fill. What they needed, a modern logo update and the beginnings of solid visual and brand guidelines.
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Role / Senior Graphic Designer
2015 – 17
My recommendation to the company stakeholders was in order to align with the updated direction of the company, the brand was in need of an update. Everything needed an overhaul and a more robust brand guideline would be developed to ensure the right direction and consistency of the brand, which had been a problem in the past. The logo lacked versatility, having been made solely for web presence, there were basic brand guidelines that existed, but offered no unique treatments to make it differ from competitors. The brand was easily forgettable if were not for Dr. Lynch.
The logo received a needed refresh, better typography, a new mark that would appeal to the mostly female demographic, and more positive energy. A grid was developed based on a company product that would be the guide for the visual presence of the brand. It was translated and adapted to all assets. A secondary color palette was created from actual product colors and would distinguish products as a means of representing the transparency brand value.