In the first phase we conducted a thorough brand audit and stakeholder workshops to understand how UHORT was perceived by clients, partners and internal teams. through interviews and competitive analysis we identified the brand’s core promise of precision, creativity and approachable expertise. these insights formed the foundation for defining clear objectives: a distinctive wordmark, a flexible color system and a set of graphic assets that could work across both digital and physical environments.
next, we translated those objectives into a strategic brief that outlined key messaging pillars and design criteria. this brief guided our exploration of typographic treatments and visual directions, ensuring each concept stayed true to UHORT’s values. by aligning on purpose and tone early, we set the stage for efficient design development and a coherent identity roll-out.
we began design exploration by sketching and refining a custom lowercase wordmark, landing on the signature “slashed-o” motif that suggests motion and exactitude. alongside the logotype we tested dozens of color pairings, landing on a vibrant blue (#82a6ff) as primary, an energetic orange (#ff5414) as accent, and a spectrum of neutrals for balance. each palette iteration was assessed for contrast, accessibility and versatility across web, print and signage mockups.
in parallel we created a suite of abstract pattern assets inspired by torn-paper silhouettes of the primary colors. these patterns were intentionally modular, allowing them to serve as background textures, overlays or cut-outs without overpowering core content. the result was a cohesive toolkit of logo versions, color swatches, type styles and graphic elements, all documented in easy-to-follow guidelines
with the identity system finalized, we rolled out branded materials across key touchpoints: mesh banners on construction fences showcased the white ground with blue shapes and bold black wordmark, digital templates streamlined social media and email design, and print collateral—brochures, business cards and stationery—brought the patterns into tactile form. we provided the internal team with prebuilt files and usage rules to ensure consistency.
within weeks of launch, UHORT saw a measurable uplift in brand recognition. partners reported that the high-contrast logo and dynamic color pops made UHORT stand out in busy urban sites, while the design team achieved a 40 % reduction in asset-production time by following the new guidelines. inspired by these wins, next steps include expanding the pattern library for seasonal campaigns and exploring subtle “slashed-o” animations in digital experiences.
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