Mood Boards

The Research for this company was difficult and I wish I had pushed it. I never felt really comfortable knowing exactly what Celenus sells or who they sell it to. But there was a lot of helpful information gathered in regard to their current identity system. It was also helpful to see the competition and develop a differentiation plan. There was also a lot of philosophy mentioned in the annual reports that gave a good sense of who the company was.

This research board attempts to clarify the research and form a plan of action for the direction of the identity. The three big ideas are expounded in the three mood boards. This is also where the name change is recommended.

This board is approachable and helpful, but also professional enough to garner respect. All three of the boards are minor shifts on similar ideas. My hope was that the subtle differences would be enough for a person to select their preference.

This board is a little colder than the other two and tries to strike a more professional angle.

This last board is the friendliest and really more of what I was aiming for with the strategy. It was chosen as the direction for the identity, but I gave my all to the other two as well.