I was approached by Ryan & Oli about their brand new events company – Chaos Theory Events. Their first priority was a website, but it quickly became apparent that they also needed some branding services to ensure they had a consistent identity. They already had some ideas – even a logo – but needed to bring everything together to create their brand.
The Website - flash, but simple
Sustainability is at the forefront of the Chaos Theory identity. So whilst the website had to be cool and almost 'flashy' it also had to be simple, effective, and represent their ethical approach to producing events. We decided to go for the 'dark mode' look, with a 'lumo green' highlight as the main colour - Green being a take on the sustainable policies they employ. The 'flashy' side of things was reigned in, and simple fade-in animations of website elements were put in place. This ensure the website has some interesting movement, but doesn't take huge javascript files to load it.
Graphic Elements
Going off the existing ideas that were presented by Oli & Ryan, I created some graphic elements to fit in with their style. Silhouetted tree lines and 'infastructure' / 'plexus' type background graphics create some interesting background visuals, whilst not interfering with the main content.
These elements were also put to use in their general branding, using them in document headers and templates.
Documents and General Company Branding
To bring the whole Chaos Theory brand together, I created a brand style guide document. It includes guidance on logo usage, all the core colours and fonts and how to use graphic elements. This should ensure that going forward, the brand stays consistent across all applications.
Following this, the guys also had written their company documents - Sustainability Policy, Health & Safety docs etc. To make sure their offline content is as consistent as their digital content, I created Microsoft Word template files - including theme, font and colour XML data. Now each time they need to send out a document, they can be sure it looks absolutely professional.
They also needed professional looking email signatures, which were designed in properly formatted HTML to ensure they look correct in all email clients. As a little bonus, I also created a email signature 'mini website' that they can refer to anytime they need to add their signatures to a new device.
Finally, all the designs, logos & assets I created were organised into a company folder to ensure they can always find everything they need. Sometimes a little organisation can make a big difference!