Good Land
Good Land
 
 

Good Land

 
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02 / 05

 
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True Ventures

Esse

 

True Ventures hired ueno to execute a rebrand that felt modern, sophisiticated, and human. The resulting brand ephasizes the company’s personal touch by utilizing a hand-drawn logo and symbol set, a humanist grotesk typeface and thoughtful, candid photography.

Contracting Agency:
ueno

Creative Director:
Aaron Pou

Photo:
James Rice / Troy Stains (ueno)

Web Design:
Gene Ross (ueno)

 

Specific Role:

Branding:Designed the major brand elements including the logo, brand colors, typeface, and photography style.

Collateral:Created print collateral and apparel concepts for True Ventures business and promotional items.

Web:Provided the initial web concept through the branding process. The full site redesign was handled by the ueno team.

 
 

Main Wordmark — Combining a thoughtful grotesk wordmark with a human flourish.

 
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The hand-drawn accent expanded out into four hand-written variations of the main wordmark.

 
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Each variation was hand-lettered and then vectorized for scale.

 
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Brand typeface: Founders Grotesk

 
 
 
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Hand-drawn accents demonstrated a human connection.

 
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We used candid, casual, color photography to highlight the True Ventures team.

 
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We used dramatic black and white portraiture when highlighting founders

 
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Brand Guidelines

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More work:

 

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