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GARETT

MAYFIELD

Expanding an Existing Brand System

Brand Guide

Equilibria Site

Equilibria Brand Expansion

I had the honor of working with the Equilibria creative team to fine-tune their brand standards. Equilibria is an all female company, owned and operated, that seeks to support women’s health for all ages. They have a logotype, logo mark and typeface that serves them well, but they hired me to expand on the brand identity and define the correct use of the design elements to best serve them. I explored a broader color scheme, developed iconography, various infographics, and a new illustration style.

Scope

Brand Development

Illustration

Iconography

Infographic Design

Teams Involved

Equilibria Brand Team

Social Media Team

Marketing Team

Existing Brand System

The existing brand system consisted of a logotype, logomark and typography.

Color Exploration

The page was organized in order to direct the customers to self serve prior to contacting United to drive down traffic to the contact center.

Typography Styles

Austin

Austin is the primary brand typeface. Austin Roman is the main weight that is used throughout the brand. Austin should be used for the brand name, headlines, and large copy. It should not be used for body body, small text, or long paragraphs of text.

Sofia Pro

Sofia Pro is the secondary brand typeface. It should be used for body copy, small text, and supporting copy across all brand touchpoints.

Expansion

The page was organized in order to direct the customers to self serve prior to contacting United to drive down traffic to the contact center.

Iconography

I combined their existing look with a set of clean, minimal icons to complement their products and demonstrate the high-quality ingredients used throughout their product lineup. 

Illustration

The page was organized in order to direct the customers to self serve prior to contacting United to drive down traffic to the contact center.

Email graphics

I showed how elements of the expanded brand system could be combined using the hand drawn illustration style with the new iconography.

I also created a series of clean infographics to communicate clear messaging while others combined the style of the Equilibria 'goddess' logo mark and scientific diagrams.

Website Concepts

I created a few mocks of the website using the updated brand elements to demonstrate how everything might come together in a way that’s both clean and elevated.

New Brand Guidelines

All photography and product images are the property of Equilibria

View more of my work

Back to work

Let’s work together

GARETT

MAYFIELD

Expanding an Existing Brand System

Brand Guide

Equilibria Site

Equilibria Brand Expansion

I had the honor of working with the Equilibria creative team to fine-tune their brand standards. Equilibria is an all female company, owned and operated, that seeks to support women’s health for all ages. They have a logotype, logo mark and typeface that serves them well, but they hired me to expand on the brand identity and define the correct use of the design elements to best serve them. I explored a broader color scheme, developed iconography, various infographics, and a new illustration style.

Scope

Brand Development

Illustration

Iconography

Infographic Design

Teams Involved

Equilibria Brand Team

Social Media Team

Marketing Team

Existing Brand System

The existing brand system consisted of a logotype, logomark and typography.

Color Exploration

The page was organized in order to direct the customers to self serve prior to contacting United to drive down traffic to the contact center.

Typography Styles

Austin

Austin is the primary brand typeface. Austin Roman is the main weight that is used throughout the brand. Austin should be used for the brand name, headlines, and large copy. It should not be used for body body, small text, or long paragraphs of text.

Sofia Pro

Sofia Pro is the secondary brand typeface. It should be used for body copy, small text, and supporting copy across all brand touchpoints.

Expansion

The page was organized in order to direct the customers to self serve prior to contacting United to drive down traffic to the contact center.

Iconography

I combined their existing look with a set of clean, minimal icons to complement their products and demonstrate the high-quality ingredients used throughout their product lineup. 

Illustration

The page was organized in order to direct the customers to self serve prior to contacting United to drive down traffic to the contact center.

Email graphics

I showed how elements of the expanded brand system could be combined using the hand drawn illustration style with the new iconography.

I also created a series of clean infographics to communicate clear messaging while others combined the style of the Equilibria 'goddess' logo mark and scientific diagrams.

Website Concepts

I created a few mocks of the website using the updated brand elements to demonstrate how everything might come together in a way that’s both clean and elevated.

New Brand Guidelines

All photography and product images are the property of Equilibria

View more of my work

Back to work

Let’s work together

GARETT

MAYFIELD

Expanding an Existing Brand System

Brand Guide

Equilibria Site

Equilibria Brand Expansion

I had the honor of working with the Equilibria creative team to fine-tune their brand standards. Equilibria is an all female company, owned and operated, that seeks to support women’s health for all ages. They have a logotype, logo mark and typeface that serves them well, but they hired me to expand on the brand identity and define the correct use of the design elements to best serve them. I explored a broader color scheme, developed iconography, various infographics, and a new illustration style.

Scope

Brand Development

Illustration

Iconography

Infographic Design

Teams Involved

Equilibria Brand Team

Social Media Team

Marketing Team

Existing Brand System

The existing brand system consisted of a logotype, logo mark and typography. The only current colors were black, white and gold foil.

Color Exploration

The requirements were to explore the possibility of adding jewel tone colors to the brand system. The existing brand colors create a simple, elegant look but there were concerns the product would not stand out on shelves next to competitors.

​

I suggested variations of 8 different jewel tones providing a range of use cases, moods and implementations based on their product offerings: Calm, Relief, Women’s Health, Focus, Sleep, Skin Health, Energy, & Balance. The inspiration for these colors came from the powerful women involved in the 2020 Presidential inauguration.

Typography Styles

Austin

Austin is the primary brand typeface. Austin Roman is the main weight that is used throughout the brand. Austin should be used for the brand name, headlines, and large copy. It should not be used for body body, small text, or long paragraphs of text.

Sofia Pro

Sofia Pro is the secondary brand typeface. It should be used for body copy, small text, and supporting copy across all brand touchpoints.

Expansion

Austin is such a great typeface, and I expanded on the way the many styles are used to create a luxurious, sophisticated style their customer demographic expects. 

Iconography

I combined their existing look with a set of clean, minimal icons to complement their products and demonstrate the high-quality ingredients used throughout their product lineup. 

Illustration

The illustration style for Equilibria had to complement the high-end, classy style of the brand while also emphasizing the science that goes into their product. I used a hand-drawn style that mimics the french line art found in the fashion industry and the covers of Vogue of the 20s-50s.

Email graphics

I showed how elements of the expanded brand system could be combined using the hand drawn illustration style with the new iconography.

I also created a series of clean infographics to communicate clear messaging while others combined the style of the Equilibria 'goddess' logo mark and scientific diagrams.

Website Concepts

I created a few mocks of the website using the updated brand elements to demonstrate how everything might come together in a way that’s both clean and elevated.

New Brand Guidelines

All photography and product images are the property of Equilibria

View more of my work

Back to work