Advanced Energy’s marketing department were struggling with the new Brand Guidelines they’d just worked up. Their Guidelines were mostly photo-based, and they needed some line art to tie everything together somehow. I created a geometry system that could be used to unify all their materials into a seamless whole. It’s a rules-based system, and when following the rules, unity resulted across hundreds of their collateral pieces. Their color palette needed tweaking to accommodate the system, because each brand color must be used in three shades.
Advanced Energy