Ellipsis Branding
Summary
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 rebrand, to create a unique visual brand that communicates its speed, effectiveness, and flexibility across many uses and applications.
Team
Matteo Melani: Cofounder, Ellipsis
Luke Andrews: Cofounder, Ellipsis
Me: Branding & Design
Mind Mapping
Mind mapping is process where I explore word associations, and map the connections between different concepts. 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.
Sketching
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.
Concepting
For branding projects, everyone likes options. I designed and iterated, based off of those initial sketches, until I felt there was a good diversity of solutions to present. Along with the logomark is initial ideas of color palette, typography, and a motion study—— along with early ideas around how to apply those elements together.
Concept 1
Concept 2
Concept 3
Refining
After a concept was selected, I worked with a feedback loop from the founders to refine and polish the direction. The final outcome was a 20-page brand guideline deck, business cards, letterhead, swag examples, and final assets exported and packaged for handoff.
