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PROJECT: TONIC Tonic is a design firm specializing in communications, branding and marketing. Having made a recent change in their business direction, Tonic needed a refreshed brand identity to reflect their new goals and appeal to a more selective clientele. I worked with top level executives and Tonic's in-house design team to develop an identity system that would work in harmony with their new direction and be expandable in the future. EXTERNAL LINKS: Tonic	A very simple process map of the customer purchase journey showing important stages of communication.

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PROJECT: TONIC

Tonic is a design firm specializing in communications, branding and marketing. Having made a recent change in their business direction, Tonic needed a refreshed brand identity to reflect their new goals and appeal to a more selective clientele.

I worked with top level executives and Tonic's in-house design team to develop an identity system that would work in harmony with their new direction and be expandable in the future.

EXTERNAL LINKS:
Tonic

A very simple process map of the customer purchase journey showing important stages of communication.

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THE TONIC IDENTITY I came to Tonic as an independent consultant because the company wanted an outside perspective on their internal rebranding process. I decided to adapt Tonic's processes to clarify the company's new strategy and personality. Working with the in-house design team, we organized workshops and presentations in order to include the creative and account departments in the process. Considering Tonic's Fortune 500 clientele, we chose adventurous business colors then complimented them with subtle, sophisticated graphic elements. We chose classic and modern typefaces that played well together. Overall, we presented an approachable yet professional identity to emphasize Tonic's pride in giving personal attention to big business challenges.	Logo studies: click image to view draggable closeup. Color studies: click image to view draggable closeup. Graphic studies: click image to view draggable closeup.

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THE TONIC IDENTITY

I came to Tonic as an independent consultant because the company wanted an outside perspective on their internal rebranding process. I decided to adapt Tonic's processes to clarify the company's new strategy and personality. Working with the in-house design team, we organized workshops and presentations in order to include the creative and account departments in the process.

Considering Tonic's Fortune 500 clientele, we chose adventurous business colors then complimented them with subtle, sophisticated graphic elements. We chose classic and modern typefaces that played well together. Overall, we presented an approachable yet professional identity to emphasize Tonic's pride in giving personal attention to big business challenges.

Logo studies: click image to view draggable closeup.

Color studies: click image to view draggable closeup.

Graphic studies: click image to view draggable closeup.

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COLLATERAL

I managed the production of the new collateral pieces we designed, paying strict attention to type and color.

Since the company had a busy account department, I also set up all of Tonic's template files to make use of the new stationary, so that outgoing communications from the account department would have a consistent new look.

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INFORMATION GRAPHICS Aside from offering design, Tonic specializes in experience mapping - visualizing a business process and using that "map" to improve a company's functions. These maps are usually very technical and have the aesthetics of an electronics schematic drawing. I studied the company's experience mapping techniques and worked with the in-house design team to develop several templates that made these information graphics easier to read and easier on the eyes, allowing Tonic's voice and personality to come through in even their most technical presentations.

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INFORMATION GRAPHICS

Aside from offering design, Tonic specializes in experience mapping - visualizing a business process and using that "map" to improve a company's functions. These maps are usually very technical and have the aesthetics of an electronics schematic drawing.

I studied the company's experience mapping techniques and worked with the in-house design team to develop several templates that made these information graphics easier to read and easier on the eyes, allowing Tonic's voice and personality to come through in even their most technical presentations.