I created this identity to give my practice a clear, human, and dependable visual system across digital and client-facing touchpoints.

For my own brand, Hey Ernesto, I needed a visual system that could make my founder-focused practice feel clear, human, and dependable across digital and client-facing touchpoints. The identity needed to support practical communication, create consistency across formats, and avoid the distance of a rigid corporate system.

I created the visual identity for my own brand, Hey Ernesto, as the Brand Designer.

My scope included:

Visual identity direction

Logo and graphic elements

Typography system

Color palette

Layout and hierarchy principles

Applications for website, proposals, content, and client-facing materials.

The system is built to make information feel easier to follow. It balances structure with warmth, using clear typographic hierarchy, generous space, and focused moments of emphasis.

Rather than adding decorative complexity, each element has a job: guide attention, organize information, or make the brand feel more human.

The identity combines an asterisk and a star as its core graphic elements.

The asterisk creates a point of attention. It signals that there is something worth noticing more intentionally.

The star acts as a visual guide, representing direction, clarity, and support.

Together, they create a flexible graphic language that highlights important ideas without relying on excessive elements.

Plus Jakarta Sans was selected for readability, friendly shapes, and flexibility across digital formats. It keeps content direct and easy to scan in proposals, web pages, and editorial content.

The palette assigns a clear function to each color:

Deep Blue: clarity, trust, and strategic thinking

Soft White: visual space that lets ideas breathe

Terracotta: warmth and human connection

Amber: focused moments of emphasis

Color supports hierarchy and navigation while keeping the system approachable.

The identity is designed to stay consistent across the everyday materials of the practice:

Website and service pages

Client proposals and documents

Presentations and working materials

Social media content

Business cards and other client-facing materials

The goal was a visual system that could be used repeatedly without becoming rigid or difficult to maintain.

Hey Ernesto now has a consistent visual foundation for communicating a founder-focused practice across touchpoints. The system turns core brand ideas into a recognizable, practical language for everyday use.