Squarefire is a marketing startup, providing extensive knowledge about tactics and channels, both online and offline, as options for solving unique marketing challenges for small businesses.
I led the Squarefire team through a design discovery session to develop a clear understanding of their audience and their market. I then iterated through a number of hand-drawn flame icons, to try to capture the right feel for the brand: quirky and energetic, yet purposeful.
The final color palette leans heavily into cool hues, minimalizing the use of warm colors traditionally associated with fire.
- Role: Brand Identity
- Client: Squarefire
- Tools + Processes: Adobe Illustrator, Figma