We designed the visual identity for an early-stage studio that helps AI companies adapt one product story for different audiences and channels. Its positioning was already defined. Our job was to make it visible. The organizing idea was refraction: one source opening into multiple expressions. Rays expand from a shared point. Color fields stretch, compress and change direction, which gives a still image a sense of movement. If your brand needs a lot of variety, decide first what every variation stays connected to.

Happy Monday! Exploring early concept marks for a regional IT brand wanting to bridge modern IT services with Appalachian heritage.

Out of 10 sketches, my circle split right down the middle on these two:

A: The Ridge Monogram holds a bold silhouette where the "E" acts as the bedrock of the mountain ridge. It became a fast favorite with non-designer friends.

B: The Topo-Circuit idea plants a dynamic mark pairing circuit traces with elevation contours that can adapt to different locations as the business expands. (My personal pick!)

Which direction would you build out: A or B?

I like the ridge monogram here! because it is serving its purpose and it can be use in all applications. The smallest ones as well. Great work!🔥