Erika Colby - Elemental Brand Evolution

Elemental Technologies
(Acquired by Amazon Web Services)

I evolved and unified a growing company brand across all media including print, web, video, user interface, advertising, collateral, workflows, and trade show booths. During my nearly 5 years at Elemental, the company went through many changes and their brand had to adapt with them. I began as the sole graphic designer with a small startup company and was promoted to the senior creative designer. As the company grew, the design requirements expanded greatly and I helped to hire and manage additional designers.

Banner Design Evolution

Previous designs in use when I was hired.

Pretty early on they had need for retractible banners that could travel and be used over and over. This is the first banner and a poster I designed by refining their existing style.

Pictured above are two tall retractable banners, one with our tagline "Perfecting the Media Experience" which could be used for any situation where branding is needed and one with our Software-Defined Video messaging for trade shows and tech events. As our international business grew, I worked with translators and regional employees to customize these banners in a number of languages.

This design replaced the large "Media Multiplied" banner behind the table in the first example.

The large banner design was also adapted to be used on the walls of small trade show booths.

Website Redesign

Existing home page of website when I started at the company.

I helped plan, manage, and oversee a complete overhaul of the website. I provided testing, editing, and quality control. I also created some website content/visuals.

Home Page Slider Designs

I designed a new look and feel for our home sliders and was responsible for creating most of them. The extremely wide shape of the banners posed a design challenge. Each image needed to be very large and high resolution with space where copy could have contrast and visibility.

Existing home page banner when I started at the company.

Example of new look and feel I designed.

Another employee took photos of devices spread across a table and I added the photos inside the screens and did the layout.

For trade shows, I found high quality stock photos that all had a similar feel and had room in the sky for copy.

Bike Jerseys

This first bike jersey was designed by a pervious designer.

I followed detailed printer specifications to redesign the bike jerseys with our updated branding, as seen in the next three images.