Alter Ego Creates
Role: Art Director, Designer, Logo, Animation
![](https://cdn.myportfolio.com/90b6a22a2f32ec0d8cfcc9bfaaa5e24f/ac77884a-1e1e-4d87-861c-71882a45f11e_rw_1920.jpg?h=bae3993652293ff6e8f6a558d4aaa65a)
Task
To create a logo redesign and brand development for a Creative Agency
Tools
Google Docs, Coggle, pen & paper, Adobe Illustrator, Photoshop, After Effects
Process
It began with a brainstorming session with the internal creative team and analysis of the partners vision. The partners at AlterEgo wanted to re-brand, a fresh and simple symbol was decided on. One that represented the core of their partnership, a perfectly complementary duality.
Before any sketches or vectors where created, I started with a diagram that connected all the brainstorming information to one central question: What is AlterEgo?. The initial results consisted of synonyms and metaphors for what AlterEgo encompasses.
Moodboard & Mindnodes
![](https://cdn.myportfolio.com/90b6a22a2f32ec0d8cfcc9bfaaa5e24f/fa555a84-e432-4aa8-8d58-1151f2b8a787_rw_1920.png?h=ff408007dd18932eacb2e44e96ab9d70)
I started a moodboard based on the metaphors uncovered by the mind map exercise.
The following is a list of words under metaphor: mirror, surreal, relativity, parallel universe, reflection, duality, portal. This exercise informed the research for references.
Anchored on the metaphors two images struck a chord early in research.
"Time Transfixed" by Rene Magritte, is an apt example of surreal and relativity conjured up into one image. A pawn gazing at its own reflection in a mirror as King, conveys a parallel reality.
A collection of classic psychology book covers from Penguin and Pelican books was added. The cover art in these is bold and visualizes complex themes in psychology with a minimalist execution. The choice of simple graphic shapes and contrasting color palette is both elegant and timeless. Additional surreal photography by: Matthew Spiegelman, Bobby Becker, and Michał Biegański helped complete the board.
![](https://cdn.myportfolio.com/90b6a22a2f32ec0d8cfcc9bfaaa5e24f/2998c44a-bc02-4785-9ab6-add0da614407_rw_1920.jpg?h=39b3f49450f883d5a07f82d40972dfd4)
Guided by Symbols
The moodboard was instrumental to pair down metaphors and ideas into symbols.
![](https://cdn.myportfolio.com/90b6a22a2f32ec0d8cfcc9bfaaa5e24f/e659f717-dd9e-47fc-980b-73d3a79e7493_rw_1920.jpg?h=94cb44b5f3f57919f3dc44e9f86bc46d)
![](https://cdn.myportfolio.com/90b6a22a2f32ec0d8cfcc9bfaaa5e24f/57e75bc5-8d56-4625-81bc-c12924f40f1b_rw_1920.jpg?h=1241fa48c2c2cf66820635f0198d638b)
Sketching
Early sketches of what the AlterEgo symbol could look like. Interlocking shapes and negative space are feature prominently.
![](https://cdn.myportfolio.com/90b6a22a2f32ec0d8cfcc9bfaaa5e24f/0f479c88-820c-47e1-921d-3cf629304f54_rw_3840.jpg?h=bcd41efbfce3c4f2d385e0fdc12ea4c1)
AlterEgo Logo
The logo is a Symbol & Lettermark for Alter Ego, a Combination mark. The combination mark is usually a logo that applies simultaneously two techniques: symbol and lettermark. The viewer gathers two different information sources, so that they can see the image and read the word representing the brand identity.
![](https://cdn.myportfolio.com/90b6a22a2f32ec0d8cfcc9bfaaa5e24f/481122f4-a155-466b-ad83-2c6a92106a0a_rw_1920.jpg?h=843eec75a348a8031f6ce1476e1ed50c)
Brand Guidelines
![](https://cdn.myportfolio.com/90b6a22a2f32ec0d8cfcc9bfaaa5e24f/845a89e2-7dfa-4379-b534-db9ee7f23b06_rw_1920.jpg?h=b4511617311f54f0810b8d8495bda72f)
![](https://cdn.myportfolio.com/90b6a22a2f32ec0d8cfcc9bfaaa5e24f/33b9bdca-db19-43e1-9deb-7497cc7467e7_rw_1920.jpg?h=e81639aba108614d079db7a124fca1cb)
![](https://cdn.myportfolio.com/90b6a22a2f32ec0d8cfcc9bfaaa5e24f/aaf2bcd1-3f9e-4dc1-b089-3d1039b86d37_rw_3840.jpg?h=f470d0dc8ac0a75c5b75f7f6f8f8d544)
![](https://cdn.myportfolio.com/90b6a22a2f32ec0d8cfcc9bfaaa5e24f/3ad47bdc-b441-44eb-8fcb-4fcd75e30542_rw_1920.jpg?h=c157ebccea13246fc7372437adc0c393)
![](https://cdn.myportfolio.com/90b6a22a2f32ec0d8cfcc9bfaaa5e24f/5255de7c-3e9d-4b93-acb8-a3452d4d66b6_rw_3840.jpg?h=5c44951762210ccfe830e7f164cf1a31)
![](https://cdn.myportfolio.com/90b6a22a2f32ec0d8cfcc9bfaaa5e24f/01d60f36-6a00-4f6e-a406-8a3379476364_rw_3840.jpg?h=a3b506f8aad620e4f36700fec54e1fe9)
![](https://cdn.myportfolio.com/90b6a22a2f32ec0d8cfcc9bfaaa5e24f/37ff5f58-ec3d-42db-bc98-052c772fb2e1_rw_1920.jpg?h=e42faa6a43d140eac20f546d10fed465)
![](https://cdn.myportfolio.com/90b6a22a2f32ec0d8cfcc9bfaaa5e24f/22a2c2c7-89a6-42e5-9d98-81f2546ee75a_rw_3840.jpg?h=fd02cf2b66f65bab90638e67123d6977)
Video Slate
![](https://cdn.myportfolio.com/90b6a22a2f32ec0d8cfcc9bfaaa5e24f/ac1214af-7865-45e5-983e-f2a386b75650_rw_1920.png?h=81f3c9321a76b16fa75db703a6f27ee7)
![](https://cdn.myportfolio.com/90b6a22a2f32ec0d8cfcc9bfaaa5e24f/f860881b-e608-4b3d-b6f3-9c752b58e9d2_rw_1920.gif?h=58f698adcdfd435cea2743eb963238f6)
Logo In Motion
![](https://cdn.myportfolio.com/90b6a22a2f32ec0d8cfcc9bfaaa5e24f/79ab00d0-8094-4f66-827a-8940acf30d57_rw_1920.gif?h=0a3ec50a6274770ad96a4f6edea994e5)
![](https://cdn.myportfolio.com/90b6a22a2f32ec0d8cfcc9bfaaa5e24f/bfeb0d22-0b33-4563-bd7a-e6336a18c299_rw_1920.gif?h=35b0913839a0a6401fe0d75ae8587ff0)
![](https://cdn.myportfolio.com/90b6a22a2f32ec0d8cfcc9bfaaa5e24f/63debc5d-90e0-4ef9-84a5-84bf89e0b09c_rw_1920.gif?h=72fc4bbe9002b52e909446801c8d1c9e)
Digital Content
![](https://cdn.myportfolio.com/90b6a22a2f32ec0d8cfcc9bfaaa5e24f/19233ec5-3a26-46cb-a4d0-9e2d1cf5fdb7_rw_1920.jpg?h=f90ad0984f312a8f83af39bd4e4ab01b)
![](https://cdn.myportfolio.com/90b6a22a2f32ec0d8cfcc9bfaaa5e24f/29d1d3b9-8401-47fd-8566-5a0c21ce1422_rw_3840.jpg?h=ab3284b3dedd589a04916b2c0d3f39f0)
Credits
Partners: Justin Kanner and Heather Roymans
Executive Producer: Monesha Lever
Creative Director: Erika Kern
Fabian Tejada: Art Director, Designer, Animator
Jason Leta: Senior Designer
Executive Producer: Monesha Lever
Creative Director: Erika Kern
Fabian Tejada: Art Director, Designer, Animator
Jason Leta: Senior Designer