Agency rebrand from concept to system

A demo built for a specific brief. Not client work: the material shown is sample data, so what is on display is the mechanism.

I built a rebranding demo for a placeholder B2B agency. Four placeholder goals; three concepts, each a list of design decisions that name the goals they serve, with a traceability matrix; concept A is proposed because it is the one that covers every goal. The visual system: a constructed bracket mark and a wordmark outlined from the open-license DejaVu Sans Bold, both defined once; 6 color tokens with 6 text pairings checked (lowest 5.05:1); two open-license type families, DejaVu Sans and DejaVu Sans Mono, embedded so the system renders the same everywhere; a 12-column grid, four icons and a bracket device. Six applications (website hero, social banner, deck cover, one-page case study with labeled sample figures, social post, business card) reference the single logo definition and take color only from the tokens; the build fails if any piece redraws the logo, uses a literal color or runs a line past its canvas. The revision round: an example set of 3 feedback notes answered by 3 token changes, each change citing its feedback and each note answered.