Helping leaders and businesses make good on good intent.
Leveled is a Minneapolis-based consulting firm that helps leaders and businesses make good on good intent by coaching leaders and teams to have greater professional and personal impact.
As a new business, Leveled sought out a brand identity to establish and differentiate the female-run firm in its communications, messaging and orchestrated events.
March 2017
Brand Designer
Duffy Design
Minneapolis, MN
Creative Direction _ Alan Leusink
Design Director _ Joseph Duffy
UX Designer _ Beccah Erickson
A distinct combination of balance + wit
_
The branding uses structured geometric lines to mirror Leveled’s commitment to precision and personal care. By balancing serious navy and beige tones with pops of gold and baby blue, the palette communicates professional reliability with an approachable edge. The choice of a straightforward sans-serif paired with a classic transitional serif creates a typographic system that is clear, witty, and sophisticated.
The branding uses structured geometric lines to mirror Leveled’s commitment to precision and personal care. By balancing serious navy and beige tones with pops of gold and baby blue, the palette communicates professional reliability with an approachable edge. The choice of a straightforward sans-serif paired with a classic transitional serif creates a typographic system that is clear, witty, and sophisticated.
{
Moodboard
}
{
Identity
}
Interweaving symmetrical forms designed to find harmony between balance + intricacy.
{
Pattern Elements
}
{
Iconography
}
{
Stationary
}
{
Website
}
{
Social
}
