AlikeAudience
Visual Identity System
Client
AlikeAudience
Role
Visual Identity Refresh
I led the visual identity refresh for AlikeAudience, a data science company looking to modernize its presence in the rapidly evolving audience targeting space. The goal was to breathe new life into an outdated brand system, providing a sophisticated set of guidelines that felt contemporary while maintaining the equity of their established logo.
The core of this project was a “evolution, not revolution” approach. While we kept the original logo as our anchor, everything else—the fonts, the colors, and the layouts—got a much-needed overhaul. I stuck with their signature blue but built a broader palette around it, adding new shades that make the brand easier to navigate and much friendlier to look at on a screen.
The challenging part was that the old logo wasn’t doing the brand any favors. It felt dated and hard to read. The way I approached it was by stripping things down to their essence. Instead of hiding inside a shape, I rebuilt the mark using bold and solid geometry and negative space.
