When I joined Soulsight as Design Director, I saw an opportunity to elevate the studio's own brand with the same rigor we bring to client work. I pitched multiple rebrand concepts to our ECD, and the project moved forward quickly from there. I designed a new wordmark, reimagined the icon building on the original linework, and developed a fresh system of color, gradients, and a new brand typeface. The rebrand rolled out across every touchpoint: website, LinkedIn, email signatures, and beyond. Soulsight had never had a formal brand guidelines, so I built one from scratch to unify the vision. I also mocked up an interactive website concept to help the studio stand out in a crowded agency landscape. The rebrand quickly elevated how the agency showed up in the world, giving Soulsight a unified, distinctive presence for the first time.
Like any client project, the rebrand came with constraints. The wordmark had to remain an all-caps sans serif, and the logo needed to feel connected to its predecessor. Nothing could feel gratuitous. My ambition was to create a meaningful link between the wordmark and the logo, giving the identity a sense of purpose it hadn't had before. The notches carved into the letterforms introduce depth and light while echoing the geometric forms of the logo itself, tying the two together through shared structure rather than surface decoration.
Although not the most glamorous work, LinkedIn and social presence play a critical role in how a design agency is perceived. I worked to develop a visual language for our social posts that leans into our gradients, systems thinking, and a custom iconography language built from the brand's core forms.
