Branding and Website Art Direction for Acquali
Acquali is a startup focused on conversion rate optimization for small business websites. I was hired to brand the new company with a logo and website design.
Logo Design
These are some early logo sketches where I explored a variety of marks. The business is all about conversion rate optimization so I considered filters, abstract “conversion” ideas, magic wands and arrows.
Final logo: We went with a simple, clean, monoline mark. The client wanted to avoid anything overly-abstract or ambiguous. I used the typeface Mostra Nuova for the name.
Illustrations
These are some sketches for various illustrations to be used throughout the site.
Here are the final, high res illustrations I created for the site.
Website Design
The client wanted the majority of the content to be placed on the homepage.
I used Sofia Pro as the primary typeface. I like the way the bold type complements the illustrations.
