Legacy MArketing

Graphic Design ★ Branding

Art Direction ★ Experiential Design ★

Graphic design and branding for an experiential marketing agency seeking a contemporary identity with staying power. The comprehensive refresh maintained brand equity while introducing sophisticated design elements that reflected the agency's strategic growth. Every component was purposefully crafted to communicate Legacy's unique positioning as builders of immersive brand worlds. The resulting system balanced professionalism with creative energy, establishing a visual foundation adaptable across diverse client industries.

This project was a tricky ask. The media buy had already been made, and market disruptor Love Wellness needed their first ever out-of-home campaign to make a bold, Big Apple-worthy statement.

Without an up-to-date asset library, we had only days to create fresh product visuals for their entire line to use across dozens of unique placements. Keeping things simple, eye-catching, and honest was the solution to make the most with their colorful introduction.

As a bonus, I got to bring our work to life with motion graphics for digital ads alongside our physical station takeovers.

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Any opportunity for chromatic
taxonomy is a project
after my own heart

Before

After

The most important element of the brand refresh was the logotype. This singular asset was the pain point for the corporate design needs internally, and had issues with legibility and weight. By giving it a more balanced typographic approach, the forms make a subtle statement, conveying stability and balance. Keeping the letterforms contemporary but not trendy, the final logo conveys the strengths that clients lean on Legacy for.

Development of a distinctive arrow motif, which I nicknamed the Ascension Mark, became the cornerstone of the refreshed identity system. Born from the angles of the logotype, this versatile graphic element visually represents Legacy's commitment to elevating client brands while functioning as a wayfinding device across digital and physical spaces, a pattern, and more.