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.
Collaborators—Ania Klimiuk, Bruno Rodríguez, Erik Voigt, Jody Evenson, Mark Anthony Cruz, & Yoshi Sakaguchi
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.
New branding in context with the Benefits Counselor UI
Type and color applied to social media ads
Copyright © 2020 — All rights reserved.