BDD Financial Services
Brand & Identity
Web Design
Motion Graphics
2024
2024
2024
OVERVIEW
PROBLEM
The previous identity lacked cohesion, clarity and modernity. Heavy gradients, drop shadows and abstract tech motifs obscured the logo’s core form , and the website relied on generic tech aesthetics that no longer reflected Eatron’s sophistication . There was no unified system to express safety, precision or innovation. The challenge was to translate complex battery technology into clear, confident design while preserving the heritage embodied in the original wordmark .
Role & Scope
Brand identity & logo refinement
Visual system & colour palette
Typography selection
Motion & interaction design
Art direction & Imagery
UI & Layout design
Brand identity & logo refinement
Visual system & colour palette
Typography selection
Motion & interaction design
Art direction & imagery
UI & layout design
DELIVERABLES
Primary and secondary logomarks
Typography and colour framework
Identity system guidelines
Motion concepts & interaction direction
Curated photography & art direction
Responsive UI design (web)
APPROACH
The design process began by reframing heritage. Rather than discarding the original word-mark, I peeled back heavy gradients, drop shadows and the outdated tagline to reveal its core form . This refined logotype was recoloured and decoupled from the brand mark, creating an ethereal, premium aesthetic while maintaining the brand
Typography and colour were chosen to mirror the logo’s forms. Neulis Sans, with letterforms echoing those in the word-mark, provided cohesion across touch-points. A restrained palette and typographic hierarchy created calm and legibility.
Motion was used as a design material rather than decoration. On the web platform subtle transitions, concepted using GSAP and ScrollSmoother, introduced rhythm and precision, enhancing the user experience without distracting from content .
To shift away from generic tech motifs, the art direction focused on the natural world. Large‑scale photography of serene landscapes and natural phenomena highlighted the environmental impact of Eatron’s technology. A softer palette and refined layouts reinforced this connection, reframing the brand as working with nature rather than apart from it.
CRAFT & EXECUTION
Logo & Identity System
Typography & Colour
Motion & Interaction
Art Direction & Imagery
The Result
Eatron now owns a refined and cohesive identity that aligns public perception with scientificreality.
The new visual system balances heritage with progression, presenting Eatron as a modern, confident and responsible leader in electrification. The website distills complex technology into clear, accessible storytelling and provides an intuitive interface that matches the pace and precision of the company itself.
Learning
Insights I learned from this project:
Preserving and modernising a loved wordmark can anchor a transformation without losing familiarity.
Natural imagery and restrained palettes can humanise technical brands and elevate emotional resonance.
Motion studies, when grounded in design logic, enhance rhythm and user experience without becoming decoration.
The Loft
Brand & Identity
Social Media Content
PORTFOLIO
More Projects
More Projects
Other Projects
BDD Financial Services
Brand & Identity
Web Design
Motion Graphics
2024
2024
2024
OVERVIEW
PROBLEM
The previous identity lacked cohesion, clarity and modernity. Heavy gradients, drop shadows and abstract tech motifs obscured the logo’s core form , and the website relied on generic tech aesthetics that no longer reflected Eatron’s sophistication . There was no unified system to express safety, precision or innovation. The challenge was to translate complex battery technology into clear, confident design while preserving the heritage embodied in the original wordmark .
Role & Scope
Brand identity & logo refinement
Visual system & colour palette
Typography selection
Motion & interaction design
Art direction & Imagery
UI & Layout design
DELIVERABLES
Primary and secondary logomarks
Typography and colour framework
Identity system guidelines
Motion concepts & interaction direction
Curated photography & art direction
Responsive UI design (web)
APPROACH
The design process began by reframing heritage. Rather than discarding the original word-mark, I peeled back heavy gradients, drop shadows and the outdated tagline to reveal its core form . This refined logotype was recoloured and decoupled from the brand mark, creating an ethereal, premium aesthetic while maintaining the brand
Typography and colour were chosen to mirror the logo’s forms. Neulis Sans, with letterforms echoing those in the word-mark, provided cohesion across touch-points. A restrained palette and typographic hierarchy created calm and legibility.
Motion was used as a design material rather than decoration. On the web platform subtle transitions, concepted using GSAP and ScrollSmoother, introduced rhythm and precision, enhancing the user experience without distracting from content .
To shift away from generic tech motifs, the art direction focused on the natural world. Large‑scale photography of serene landscapes and natural phenomena highlighted the environmental impact of Eatron’s technology. A softer palette and refined layouts reinforced this connection, reframing the brand as working with nature rather than apart from it.
CRAFT & EXECUTION
Logo & Identity System
Typography & Colour
Motion & Interaction
Art Direction & Imagery
The Result
Learning
The Loft
Brand & Identity
Social Media Content
PORTFOLIO
More Projects
More Projects
Other Projects
BDD Financial Services
Brand & Identity
Web Design
Motion Graphics
2024
2024
2024
OVERVIEW
PROBLEM
The previous identity lacked cohesion, clarity and modernity. Heavy gradients, drop shadows and abstract tech motifs obscured the logo’s core form , and the website relied on generic tech aesthetics that no longer reflected Eatron’s sophistication . There was no unified system to express safety, precision or innovation. The challenge was to translate complex battery technology into clear, confident design while preserving the heritage embodied in the original wordmark .
Role & Scope
Brand identity & logo refinement
Visual system & colour palette
Typography selection
Motion & interaction design
Art direction & Imagery
UI & Layout design
DELIVERABLES
Primary and secondary logomarks
Typography and colour framework
Identity system guidelines
Motion concepts & interaction direction
Curated photography & art direction
Responsive UI design (web)
APPROACH
The design process began by reframing heritage. Rather than discarding the original word-mark, I peeled back heavy gradients, drop shadows and the outdated tagline to reveal its core form . This refined logotype was recoloured and decoupled from the brand mark, creating an ethereal, premium aesthetic while maintaining the brand
Typography and colour were chosen to mirror the logo’s forms. Neulis Sans, with letterforms echoing those in the word-mark, provided cohesion across touch-points. A restrained palette and typographic hierarchy created calm and legibility.
Motion was used as a design material rather than decoration. On the web platform subtle transitions, concepted using GSAP and ScrollSmoother, introduced rhythm and precision, enhancing the user experience without distracting from content .
To shift away from generic tech motifs, the art direction focused on the natural world. Large‑scale photography of serene landscapes and natural phenomena highlighted the environmental impact of Eatron’s technology. A softer palette and refined layouts reinforced this connection, reframing the brand as working with nature rather than apart from it.
CRAFT & EXECUTION
Logo & Identity System
Typography & Colour
Motion & Interaction
Art Direction & Imagery
The Result
Eatron now owns a refined and cohesive identity that aligns public perception with scientificreality.
The new visual system balances heritage with progression, presenting Eatron as a modern, confident and responsible leader in electrification. The website distills complex technology into clear, accessible storytelling and provides an intuitive interface that matches the pace and precision of the company itself.
Learning
Insights I learned from this project:
Preserving and modernising a loved wordmark can anchor a transformation without losing familiarity.
Natural imagery and restrained palettes can humanise technical brands and elevate emotional resonance.
Motion studies, when grounded in design logic, enhance rhythm and user experience without becoming decoration.
The Loft
Brand & Identity
Social Media Content
PORTFOLIO