Overview
In this project, I will be sharing my experience and process in refreshing the visual identity for Mile Square Communications, a public relations and communications company based in Hoboken, NJ.
The goal was to create a fresh and modern take on the existing branding that reflected the client's expertise in public relations and appeals to their target audience within the health tech industry.
Client
Industry
Public Relations and Communications Services
Role
Visual Identity Designer
Process
Learning the client's industry & their needs
Kate had been using the same logo for years, and while it had served its purpose initially, she started to feel it no longer resonated with her audience or the evolving market. After gathering feedback and reflecting on her brand’s direction, she realized the logo needed a refresh—something that would feel more contemporary and engaging while still maintaining a professional look.
Ideation & conceptualization
With her vision in mind, I set out to design a logo that would reflect a simple, clean, and modern aesthetic, while appealing to marketing executives in the health tech and pharmaceutical sectors. The logo needed to strike a balance between professionalism and reliability, which would resonate with the audience while reflecting Mile Square Communications' narrative-driven approach.
Implementing design principles
I decided to incorporate subtle references to Hoboken’s mile-square geography into the design, using geometric shapes or clean lines to emphasize both locality and professionalism. This would provide a unique visual connection to the brand’s name and its roots, without being overly literal.
For the typography, I chose the mixture of a modern sans-serif and serif font that complimented each other. The fonts would help convey a sense of modernity and reliability, ensuring that the logo remained approachable and trustworthy to its target audience.
As for the color palette, I opted to retain some of the existing colors but also explored complementary shades to enhance the minimalist feel. The final palette was designed to evoke trust and professionalism, while maintaining a fresh, engaging vibe.
Custom email signature
LinkedIn banner and profile image utilizing the monogram variation of the logo
Outcome
The final outcome of the refreshed Mile Square Communications visual identity embodies a sense of reliability and expertise with a modern and creative flair. Maintaining an appearance that is professional yet staying true to its authentic self.
As a result, the company has seen a significant increase of user engagement and recognition on LinkedIn, making their way to becoming a prominent go-to resource for figures within the health tech and pharmaceutical industry seeking PR and communications services.
