Without any existing branding, NDR sought a clean, professional visual identity and landing page that reflected their expertise in consumer research and resonated with their core clients: startups and firms looking to understand and meet market needs.

Process

Aided by a visual direction through stylescapes, the client didn’t have a set idea but sought a visual style inspired by sublime nature imagery in the spirit of Albert Bierstadt, with a theme that felt curious and expansive. This theme guided the design of the bird icon, crafted from the negative space of four interconnected 'N's, from the name Nguyen, arranged in a square. Collaborating with Wabala Studio, I used mockups and presentations to communicate ideas effectively without direct client meetings. I came to understand that the client wanted a brand that mixes the classic + modern, with an elegant and authoritative feel, captured in the nature-inspired color palette and a classic serif typeface.