Ellipsis rebrand


Ellipsis is a chatbot automation platform that is used to roll out and manage workflows via the familiar interface of Slack—removing the costly barrier of training and adoption for implementing new SaaS systems inside a company.

I worked with Ellipsis on a much-needed rebrand, to create a unique visual brand that communicates its speed, effectiveness, and flexibility across many uses and applications.  

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Mind Mapping

For this rebrand and most branding projects I do, I begin with a client survey and the exercise of mind mapping.

Mind mapping is process where I explore word associations, and map the connections between different concepts. It allows me to leave no stone unturned as I collect my thoughts in one place. It aids in idea generation and helps me to visual symbols which may turn into early logo concepts.

I will leave mind maps out on my desk for a few days or weeks, adding to it regularly as new words or concepts surface.


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After the kickoff, where I review survey results and align on goals with the client, I go straight to the drawing board. Not the digital drawing board—real pencil and paper.

The exercise of sketching is critical—it allows me to ideate rapidly, quickly getting down many ideas and then iterating without worrying about perfection. It also allows me to get the bad or obvious ideas down first, so that I can keep pushing further and find less obvious, more bespoke solutions.

I find that when I jump straight to the computer, I get caught up in making everything perfect, which slows down my ability to ideate rapidly. By staying analog first, I can identify solutions with promise early to explore more in depth after sketching.


For branding projects, I typically design anywhere from 1-3 concepts, depending on the agreement I make with the client. In this case they wanted 3 options. I designed and iterate, based off of those initial sketches, until I felt there was a satisfying diversity of solutions to present. Along with the logomark is initial ideas of color palette and typography, and early ideas around how to apply those elements together.

Concept 1

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Concept 2

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Concept 3

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After a concept was selected, I worked with the team to refine the direction. I may not get everything right on the first try. This isn’t just okay, it’s an important part of the process to iterate, redefine and polish. The final outcome was a 20-page brand guideline deck, business cards, letterhead, swag examples, and of course all of the final assets exported and packaged for easy handoff.