Aug 8, 2017

Acumen

Print Collateral
Web Development
Web Design
Logo Design

The Challenge

Acumen is an online learning platform for marketing departments wanting to learn more about the technical side of the web. The goal was to create a minimal icon that represented Acumen’s series of classes and that would appeal to HR departments and marketing directors in particular.

Initial Concepts

I took a lot of inspiration from the definition for acumen. Acumen is almost always used in the phrase “business acumen”. It also has a bit of a predatory nature. The same goes for synonyms like crafty or cunning. That train of thought led me to foxes and spiders.

I also wanted to experiment with combining the letters “ACMN” in an interesting way, since that’s what the URL for the website was going to be.

Initial sketches featured a fox, a spider, and a wordmark.

Solution

The last logo I sketched was of an @ symbol re-drawn to look more like a person. As soon as I saw it in paper, I knew it would be a strong concept. The symbol clearly references the web and the “a” within the person was a metaphor for gained knowledge of the web.

Secondary Assets

I wanted to provide Acumen with some secondary assets that could be used in promoting the classes. I had the idea of using dotted lines to connect the icon with slogans - almost as if they were the icon’s thoughts.

Jose is a talented designer with an excellent process. He loves what he does and it shows in both the work and how he treats his clients. Highly recommended.
Judd Lyon

More Work | View All

Flywheel Brands Website Design
Flywheel Brands
Dec 7, 2018

Originally a decal printer, Flywheel has grown into a full-service marketing firm with a plethora of print solutions and online marketing. They even host a weekly podcast. I designed and built them a new website to properly showcase everything they do.

Logo Design
Web Design
Web Development
Print Collateral
JHM
Oct 5, 2018

JHM is a CPA firm with over 40 years of history in Chattanooga. I developed a website to showcase their relevance to modern brands.

Logo Design
Web Design
Web Development
Print Collateral
Chattaneuter
Oct 5, 2018

ChattaNeuter is an animal welfare non-profit that offers high volume, high quality spay/neuters for dogs and cats. Their old website lacked clear messaging. My team and I created a new website that tells their story effectively.

Logo Design
Web Design
Web Development
Print Collateral
Chattaneuter
Oct 5, 2018

ChattaNeuter is an animal welfare non-profit that offers high volume, high quality spay/neuters for dogs and cats. Their old website lacked clear messaging. My team and I created a new website that tells their story effectively.

Logo Design
Web Design
Web Development
Print Collateral
T-shirt design for the Chattanooga Fellows
Chattanooga Fellows
Apr 2, 2018

The Fellows needed to expand their branding. Their logo, a wordmark in a lovely serif typeface, was simple and it needed a little more presence for marketing. I created a suite of badges and a simple monogram to expand the brand.

Logo Design
Web Design
Web Development
Print Collateral

Start your project.

Every project starts the same way. I ask questions, get to know you, and delve into the challenges you face. My crticial thinking roars to life and I envision what we will accomplish together.

Send a message