Refreshing 360i’s band identity.

CLIENT: 360i
ROLE: Associate Design Director
DATE: January 2017


When 360i asked us to redesign the agency’s website, we saw an opportunity to refresh the brand as overall and turn the project into an all-encompassing brand identity exercise. Using 360i’s pillars of “alchemy” and “powered by curiosity,” a design system was crafted to truly make the agency stand out as a digital leader in the industry.

Visual Explorations

While our user experience research team conducted workshops, interviews, journey maps and various other upfront discovery methodologies, my team took a deep dive into visual design explorations. Starting from top-level concepts, and translating them into specific design thinking that could eventually become our visual identity system was a crucial part of the process.

Motion Design

To test out certain concepts, we created motion design demos to identify the best way to bring the designs to life and delight users with micro-interactions.


As part of our visual design and identity process, we identified the style of photography that would fit well across various executions—ranging from our website to the agency's social media, internal communications, and the press. With a defined, clean and modern style in mind, we worked with our in-house studio photographers to bring our vision to life.

Building a Design System

While designing each component, feature, and element for the project, we always kept in mind how these could start to set the foundation for a scalable design system. By the end of the project, we had defined style guides, colors, motion principles, typography (even crafting our own typeface), and a library of components that could be utilized across a multitude of executions.