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White & Gale

Vancouver Based Senior Product Designer > Brand Design > White & Gale
whiteandgale

Branding Story

White & Gale’s professional Total Rewards and Compensation Consultancy is a female-owned and operated HR consultancy firm led by Laura Gale.

White & Gale is committed to creating better workplaces and expanding the well-being of organizations and their people. They are known to be authentic problem solvers, people-focused, collaborative, reliable and flexible. Above all else, they love to help and see people and organizations grow and thrive. As they continue to expand, it is time to elevate their brand as the go-to experts in their niche industry.

This visual identity package aims to set the parameters of the utilization of the new brand elements.

Case Information

  • My Role

    Brand Design. Branding Stationery Design, Branding Guideline

  • Tools & Method

    Adobe Illustrator, Adobe Photoshop, Adobe XD

  • Client

    Y5 Creative

Logo

The new visual identity brings a fresh, modern, high-end approach to the brand, which will resonate with the target market, shifting White & Gale to a high level of perception.

Colour Palette

The primary and secondary colours should always be used with the designated colour values. The colours are chosen in order to project W&G as a female owned and operated, authentic, forward focused and professional consultancy.

Typography

Typography is a powerful branding tool when used consistently. The chosen typeface pairs best with the brand and provides a modern elegance. Typeface 1 should be used across all print and web applications whenever possible.

Brand Guidelines

I have created a brand guideline for White & Gale, which is crucial for maintaining consistency in the use of the correct logo, colours, and fonts. Typography is also an essential aspect of the brand, and it should be used appropriately.

Therefore, all brand materials are available in PNG, JPG, EPS, AI, and PDF formats.

Mockups

Mockups are a useful tool for presenting a design in context. To help White & Gale visualize their new logo and packaging before production, I created a few mockups.