Although the client ultimately chose a direction that stayed closer to their legacy branding, I explored a range of concepts during the rebrand process—each designed to highlight a different facet of their identity.

One concept leaned modern, using clean lines and a restrained color palette to signal growth and sophistication. Another took a bold, expressive approach with dynamic typography and vibrant colors that emphasized energy and innovation. A third explored a more minimalistic feel, blending modern elements with an updated icon element.