Enjoy the sail. That was the new message for MAR ventures, a brazilian company specialized in growing startups. After several meetings with their team (which applied design thinking processes to engage all collaborators with their rebranding), and after studying all the documentation generated, I was able to design a impactful and simple brand - followed by a comprehensive set of guidelines, elements and tools to enhance the professional, modern and overall cool personality.
The color palette uses storytelling concept of "asphalt, sand, water and sea" ("Mar" is the portuguese word for sea). All the colors were optimized, with hex (shorthanded) and specific values to each color system, assuring consistency through all the materials.
The shapes were inspired on sea elements, and called "sail" and "wave".
I developed a gradient to bring a unique personality to the photography. The official set of images offered a impactful texture, mixing themes like abstract waves, technology and sea imagery. This was helpful, so their design team had a lot of options to create their own compositions when needed.
The shapes + filtered images worked fine together, creating a modern organic look.
