Almost Fine: A Vibrant Identity for Independent Media

Jere Diberto

Completed work

Brand Design

Iconography Designer

Icon Systems Designer

Adobe Illustrator

Adobe Photoshop

Arts & Entertainment

Almost Fine: Designing a Dual-Toned Identity for Independent Media & Artists

Overview and Core Mission:

The Client: Almost Fine is a media company dedicated to supporting independent artists and helping them realize their diverse creative projects.

Core Values: The brand's identity is built on being friendly, minimalist, and inclusive, encouraging its community to discover, educate, and embrace change.

The Identity Solution: A Twist on the Universal 'OK' Symbol

I developed an identity system that visually navigates the space between perfection and reality, using design to convey openness and creativity:

The Logo Concept: The primary logo features a stylized hand gesture, mimicking the universal 'OK' symbol (👌). The fingertips do not quite touch, subtly communicating the brand's name: "Almost Fine." This design is both friendly and honest, referencing Sign Language to underscore the company's commitment to inclusion.

The Dual-Tone Palette: The color strategy is intentionally dynamic and dualistic. A foundational black palette ensures the brand feels modern, adult, and professional. This is energized by a secondary palette of vibrant, almost childlike colors (including bright blues, pinks, yellows, greens, and reds) that communicate creativity, fun, and approachability.

Iconic Hand System: To organize the media company's diverse content categories, I designed a specialized set of hand-gesture icons. Each icon represents a different content area, maintaining brand consistency while making navigation intuitive.

Visual Toolkit and Application

To ensure the identity was immediately functional and cohesive across all media:

Vintage Style Filter: I created a custom Photoshop filter to apply a consistent vintage aesthetic to all imagery, giving the brand's photography a unified, nostalgic, and high-quality feel.

Visual Tiling Pattern: A dynamic pattern/tiling system was designed to be applied across various formats, adding visual texture and depth to backgrounds and digital assets.

Social Media Application: I created a series of social media posts to demonstrate the brand in action, showcasing how the logo, colors, and pattern integrate to create compelling content.