I came to Roundarch to help build their visual design discipline. During my first year the organization went through an amazing transformation and began to position itself in an entirely new way. This called for a brand refresh, and I embarked on a side project to redefine it.
The crux of this refresh was the idea that Roundarch’s core disciplines of strategy, UX, visual design and technology all converged at some point to become one fused entity. Using a flash script I developed, I created generative color fields that reflected this convergence. Each starting in their own palettes (for each discipline) and eventually converging into white, this was the literal representation of the concept. To sell this through to executive stakeholders, I created sample business cards, power-point templates, screen-savers and other collateral to show the concept come to life.