Mercer-MacKay

Overview

Mercer-MacKay Digital Storytelling is a B2B marketing agency for tech companies. As part of their rebrand, a sleek logo and visual identity that exemplified sophistication, professionalism, and creativity was needed with a request for a monochrome palette.

Role: Lead Designer (in collaboration with Creative Director)

Responsibilities: I created a cohesive visual identity for the brand, including the logo, colour palette, and typography, and extended it across templates for presentations, documents, and ebooks. In close collaboration with the Creative Director, I helped shape the overall brand direction and designed a responsive website that brought the new identity to life online.

Sleek & Sophisticated

The new brand opts for monochromatic blue-grey tones with orange accents. Darker blues represent reliability and strength, while orange reflects optimism and friendliness. To elevate the typography, we established strong hierarchy and introduced a new brand typeface. As a storytelling company, it’s important we chose a typeface that was legible and readable in long and short form copy. Nunito Sans does just that. We opened up the leading to create more white space and enhance the visual appeal for a sophisticated look.

User Interface

The new website embodies a clean, modern aesthetic characterized by a sleek dark theme and ample white space, promoting a sense of sophistication and focus. Typography is thoughtfully chosen, ensuring readability and reinforcing the brand's professional image. Strategic use of imagery, including client logos and project snapshots adds contextual relevance in a modern layout.