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McSteen Designs
McSteen Designs
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The Program

Identity, UI/UX, Website


I was tasked with imagining a new identity for The Program. They wanted something that better reflected their progressively digital stance on all things Advertising. The identity needed to encapsulate all facets of their expertise, from original video content to product rollout strategy. By keeping things minimal with a playful twist, I believe we landed on a timeless mark that represents all sides of The Program’s capabilities.

The next step in the identity process was to apply the updated look to their web presence. You will see that towards the end of the project, or you can just check it out live on the internet right here!

The Program

 I strived to create a logo that was cinematic, playful, refined yet not corporate. Timeless yet not austere. All the completely non-opposing and attainable things people want from a logo! I think I at least got close to that ideal.  The below photograph is from the office, and in a small way helped to influence the aesthetic and structure of the logo. I also just really love the light.

I strived to create a logo that was cinematic, playful, refined yet not corporate. Timeless yet not austere. All the completely non-opposing and attainable things people want from a logo! I think I at least got close to that ideal.

The below photograph is from the office, and in a small way helped to influence the aesthetic and structure of the logo. I also just really love the light.

 The Program logo animated.

The Program logo animated.

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 All sorts of sexy use case scenarios mocked up below.

All sorts of sexy use case scenarios mocked up below.

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 It was important to the client that the logo work at all sizes on screen or print, as any good logo should. It needed to be legible at a very small size, yet also embody a appropriate level of detail when viewed large.

It was important to the client that the logo work at all sizes on screen or print, as any good logo should. It needed to be legible at a very small size, yet also embody a appropriate level of detail when viewed large.

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 For very small applications, like a mobile profile picture or favicon, I designed a "P" mark. This mark needed to feel completely connected to the main logo to avoid any brand confusion.

For very small applications, like a mobile profile picture or favicon, I designed a "P" mark. This mark needed to feel completely connected to the main logo to avoid any brand confusion.

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 Below are some alternative logo ideas that didn't make the cut. I like them though, so have a look anyways. It will give you a better sense of context as to why the client chose the direction they did.

Below are some alternative logo ideas that didn't make the cut. I like them though, so have a look anyways. It will give you a better sense of context as to why the client chose the direction they did.

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 I was the lead designer on the The Program's website re-design. Obviously, the site is responsive, and loves all devices equally.  Below are some wireframes where you can check out some of the process, or you can just click the link and see it live!   The Program

I was the lead designer on the The Program's website re-design. Obviously, the site is responsive, and loves all devices equally.

Below are some wireframes where you can check out some of the process, or you can just click the link and see it live!

The Program

 The goal was to keep the site very light and airy. Lots of white space to break up the beautiful mainly photographic content. We wanted to give things plenty of space to breathe. By taking this approach, each project felt important, and the user could more easily appreciate each moment without too many things competing for their attention.

The goal was to keep the site very light and airy. Lots of white space to break up the beautiful mainly photographic content. We wanted to give things plenty of space to breathe. By taking this approach, each project felt important, and the user could more easily appreciate each moment without too many things competing for their attention.

 This was an amazing project to have the opportunity to lead, and see through till the end. The Program was doing amazing work, and now has an identity to match what it produces.  The client was super happy, which makes me super happy. Hopefully this new look will continue to land them clients and bigger and better projects from their existing ones.

This was an amazing project to have the opportunity to lead, and see through till the end. The Program was doing amazing work, and now has an identity to match what it produces.

The client was super happy, which makes me super happy. Hopefully this new look will continue to land them clients and bigger and better projects from their existing ones.