The agency of smiles.
Project: Aux Creative rebrand
Client: Add3/Aux Creative
Disciplines: Art direction, graphic and motion design, apparel design, web design
Deliverables: Full logo suite, brand guidelines, website, merch
OBJECTIVE
In late 2019, I became a Senior Designer for a small creative agency in Seattle called Good Luck. Within a handful of months of being there, the company was in need of a rebrand due to unforeseen circumstances.
OUTCOME
We came up with the name, Aux Creative, rooted in the long-form word “Auxiliary” meaning to provide supplementary or additional help and support. We developed a logo mark that utilized the word “Aux” and turned them into 3 shapes and making a smiley-face icon, utilizing the “U” as the smile and the “A” and “X” above it acting as eyes. We paired it with a unique san serif typeface that complimented the smile logo marks boldness.
We used an athletic lens for the overall design direction and were inspired by European Football kits and apparel and applied to our design system. We used an Adidas-like 3 line idea to create a thread line through the 3 letters of the smile logo mark and using it for apparel and merch as a striking design element.
CONCEPTUAL ROUND
The early stages of logo conceptual ideation where we were exercising different company names and going in some fun 3D directions.
