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Nate Knows IT

(Brand identity for Edtech freelancer)

December 2023

Identity Design

(Project description)

Nate Detling, a freelancer providing IT services to public schools in the United States, approached me to elevate his branding. The goal was to transform his old logo into a full brand identity that not only reflected his personality but also his professional reliability. After a brief meeting, we quickly identified the visual language for the brand. Borrowing heavily from the rich visual culture of vintage NASA posters, space age patches and layouts, we decided on a retro-futurist aesthetic that felt both technologically aware and friendly. This mix came together to create the new brand identity for Nate Knows IT.

(Design challenge)

The objective was to provide Nate with a professional and cohesive brand identity. The project's key deliverables included a complete brand book, a responsive logo set, business cards, and social media collateral. To ensure consistency, I also provided a detailed color usage guide, a set of icons, and a modular pattern system. The core challenge was to design a brand that would resonate with his primary audience of school districts while using a retro-futurist aesthetic to communicate a feeling of reliability and innovation.

(The process)

The process began with a collaborative session to pinpoint the brand’s visual direction. We quickly realized a shared appreciation for vintage NASA posters and space-age aesthetics, which became the guiding inspiration for the entire project.

From there, I began to completely revitalize Nate's existing brand, translating the retro-futurist style into a full, cohesive system. I developed a comprehensive color palette, selected a complementary typography, and designed an illustrative logo style directly referencing vintage NASA badges. The new assets, such as the icons and pattern systems, were a direct callback to elements from his old brand, but with a refined and modernized flair. I worked closely with Nate to hone the designs, ensuring every element aligned with his vision while ensuring the final result felt both technologically advanced and deeply human.

(Key takeaways)

This was a significant project for me because it was the first time I had delivered a complete brand book, including business cards and social media assets. It was deeply rewarding to collaborate with Nate to bring his vision to life and deliver a final brand he still uses to this day. This experience was invaluable, providing me with hands-on practice in creating a complete brand identity from scratch. It taught me how to effectively blend a client's vision with my own creative style and helped me better understand what people value in their own personal brands.