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ALEX Rebrand

In 2016 I worked with the entire art department on a rebrand of Jellyvision's flagship ALEX® Benefits Counselor product, under the guidance of Allard Laban. We sat in a room and spent the better part of a day drawing, painting, tearing up construction paper, and getting our hands dirty.

Once we had established an easily repeatable illustration style of cut paper, I set to work defining a color palette to complement it.

ROLE

Designer

CREDITS

Collaborators—Ania Klimiuk, Bruno Rodríguez, Erik Voigt, Jody Evenson, Mark Anthony Cruz, & Yoshi Sakaguchi

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Color palette in use with illustration

With the color palette in place, the next task was to find typefaces that would represent ALEX. I chose Foro Light for its modern, academic qualities. I wanted it to lend some trust to ALEX's voice without making him feel overly authoritative.

I paired Foro with Museo Sans for general use—a friendly sans serif with good legibility at a variety of sizes and weights.

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New branding in context with the Benefits Counselor UI

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Type and color applied to social media ads

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