Greentown Labs
Year
2020 - Present
Role
Logo design, brand design, UI design, print design
Designed at Image Conscious Studios. Creative Direction by Adam Gesuero, logo and website designed in collaboration with, and developed by Marin Carroll.
greentownlabs.comSituation
As the largest climatetech incubator in North America, Greentown Labs has experienced exponential growth since their start in 2011. Their brand and website, a resource for the hundreds of member startups and corporate partners they served, needed a massive update to reflect their leading position in the industry.
Process
I worked with Greentown to refresh their entire brand, starting with a new logo, and visual identity. We landed on a more vibrant palette, and a graphic and bold visual style, that I then translated to a completely redesigned website.
With a growing membership, and an increasing number of physical locations, I've had the opportunity to create all kinds of assets for Greentown–from brochures and booklets, to animations and Powerpoint decks. I've also helped to create logos for a number of sub-brands in the Greentown umbrella.
Designing the logo
While creating a new brand identity for Greentown, I experimented with different ways of referencing the saw blade motif from their original logo.
Brand system
The new logo feels fresh and inviting, and works well at any scale; from sweatshirt embroidery to massive outdoor signage.
Website
The incredibly hardworking, innovative, and diverse membership at Greentown is highlighted in a new site design that is primed to expand with the company's growth.