INTRO
The process kicked off with a deep dive into Prospero’s story, audience, and values. I conducted a brand audit and interviews with key stakeholders to understand where the brand stood and where it needed to go.
We then explored multiple directions through mood boards, focusing on minimal, modular, and tech-forward design systems. I created rough logo sketches and iterations, presenting two refined identity directions. Feedback was gathered, and we honed in on a final design.
Logo Design: The refreshed logo retains the iconic key, a symbol passed down through Eric Franklin’s family businesses. We modernized it by incorporating binary elements in the teeth of the key and a circuit-inspired design in the keyhead. It blends tradition with technological sophistication.
Color Palette: A clean mix of dark navy, cool teal, and mint green, chosen to reflect clarity, trust, and innovation.
Typography: A combination of geometric sans-serifs that evoke a modern, digital feel while remaining approachable.
Imagery & Graphics: Abstract data visualizations and minimal architectural shapes were proposed to convey forward-thinking strategy and structure.
