Lodestone
Brand identity
The process
Creating the brand identity and visual identity
01. Understanding the brand
We began by meeting with the founders of Lodestone to understand the company, its ambitions and the people it wanted to reach. Through conversations and discussions, we explored the brand’s positioning, personality and visual direction.
The competitive analysis showed that many competitors looked visually similar, while the SWOT revealed an opportunity to position Lodestone through a clearer and more distinctive identity.
02. Building the identity
Based on these insights, we developed the visual identity — defining the logo system, colour palette, typography, graphic elements and overall visual language. The different elements were brought together into a set of brand guidelines designed to create a consistent identity across touchpoints.
03. Refining the direction
Some time after completing the project, I returned to Lodestone’s identity with a different perspective.
Rather than starting over, I treated the existing identity as a foundation and explored how I would develop it today. I revisited the colour palette and typography, making adjustments based on my own understanding of the brand and my current design approach. The result is a bolder, more distinctive identity that gives Lodestone a stronger presence and helps it stand out from its competitors.
This became an opportunity to explore how a visual identity can evolve without losing the ideas it was originally built around.