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MASH BRAND REFRESH
MASH
CLIENT:
BRANDING / ART DIRECTION / DESIGN
ROLES:
Refreshing the look and feel for a global freelancing collective
MASH is an organisation that curates the best creative teams from around the world with the right briefs. As they scaled up in 2023, they decided to refresh the brand tone of voice and look and feel from 'neat, clean, tidy and functional' to 'organic, imperfect, in motion, and human'. Working with their strategy and copy direction I led the art direction and design of their adjusted look and feel and creation of a whole new design system applied to their website, decks, branding and social assets.
REFRESHED DESIGN SYSTEM OVERVIEW
VISUAL IDENTITY UPDATES
Subtle changes to the logo, colours and typography as well as the creation of a grid based design system and hand drawn elements helped give the brand a more distinct aesthetic that feels less cold and perfect and more warm and human.
WEBSITE AFTER
SOCIAL POSTS
KEY BRAND ELEMENTS
CREDITS:
GENIE / ROYCE AKERS
CREATIVE DIRECTION
GENIE
STRATEGY
ROYCE AKERS
COPYWRITING
DELIA MENNELL, GRETA BELESKAITE
DESIGN
DELIA MENNELL
ART DIRECTION
MARIA SERENO
UX LEAD
PROJECT MANAGEMENT
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