Mercer-MacKay Digital Storytelling is a B2B marketing agency for tech companies. As part of their rebrand, a sleek logo and visual identity that exemplified sophistication, professionalism, and creativity was needed with a request for a monochrome palette.
visual Identity, website, marketing templates
Lead Designer
Design Goals
Develop a cohesive visual identity that reflects Mercer-MacKay’s expertise, professionalism, and creativity.
Create a flexible brand system that provides consistency across web, marketing materials, and future communications.
Key Challenges
Designing a more engaging website experience through intentional micro-interactions that supported usability and brought the refreshed brand to life.
Evolving the existing brand identity into a more sophisticated visual direction that maintained visual interest and flexibility across brand applications.
Outcome
Delivered a refined visual identity including brand guidelines and ready-to-use team templates that established a cohesive, professional brand presence across client touchpoints.
Logo
The icon is a dynamic letter “M” with a subtle nod to storytelling, expressed through a punctuation-inspired detail. The primary logo’s letterforms were carefully rounded to create a softer, more approachable feel that complements the icon. The result is a modern, approachable logo that conveys a sense of movement which were key themes of the visual rebrand.
Sleek & Sophisticated
The new brand opts for monochromatic blue-grey tones with orange accents. Darker blues represent reliability and strength, while orange reflects optimism and friendliness.
To elevate the typography, we established strong hierarchy and introduced a new brand typeface. As a storytelling company, it’s important we chose a typeface that was legible and readable in long and short form copy. Nunito Sans does just that. We opened up the leading to create more white space and enhance the visual appeal for a sophisticated look.
Digital Presence
The aim was to create a more immersive and dynamic digital experience, using micro animations and subtle movement to guide users intuitively through the site. Custom imagery was developed to reflect the brand’s personality and elevate visual storytelling, while thoughtful UX improvements ensure content is easy to navigate and engaging across devices.
A dedicated case study section brings the work to life, showcasing real outcomes through client testimonials, video content, and curated project examples. The new site tells a compelling narrative of the brand’s impact.
