Aspect Angels

Editorial & Cover Design

Challenge

Our client reached out to us to create a brand identity for a new Angel Investing Network. It needed to be fresh, representing a new industry collective called SHAPE and needed to be trustworthy and professional.

Outcome

We created an icon that worked as a badge, but also paired well with a custom typeface. It utilised colours that were similar to their parent company, but stood out as its own identity. We developed a set of brand guidelines as well as logo variants for different applications.

My Role

Communications manager
Brand strategy
Concept developer
Team Organiser

Overview

This project started with research. In my team we had not heard of angel investor networks before. We needed to understand what realm this brand is operating in so that we can objectify and categorise competition and themes that are commonly used.The challenge we faced was that the Angel Investor Network was not targeting the same industries as other competition.

The niche of this brand was that they were targeting industries out of STEM. A new term being used since 2020 called SHAPE (Social Sciences, Humanities and the Arts for People and the Economy) are the industries that Aspect Angels is targeting. This subsequently lead to my team developing a brand that represents these industries, rather than STEM.

From start to finish

After creating some initial sketches to get our ideas more organised, we transferred them to a digital format. As we hadn't gained a lot of direction for the project we decided to create a variety of different concepts and present them in order for the client to get on board with an idea that we could develop.

From our meeting we gained some criticism that was vital for us to start narrowing the idea down. We needed to use similar colours to their parent company called Aspect. They used a dark green colour scheme which we incorporated into our designs.

Eventually after 3 weeks of meetings we managed to push the ideas to 3 concepts that we believed were the strongest for them. In when presenting to our client, we used mockups so that they could visualise the application for the logo,