Throughout this project, I lead all visual and branding discussions, explorations, designs, and execution along with some strategy such as site architecture and wireframing. I worked closely with out Content Strategist to create content layouts and wireframes that align with the client's goals and meet UX best practices.
Arecibo required a timeless logo and visual identity that conveyed sophistication, innovation, and trust. Inspired by the Arecibo Observatory, I carefully created branding that reflects the firm’s observational insight and analytical depth. The new logo leans into a precise yet modern feel, paired with a clean, minimal layout system that echoes the firm’s methodical approach. Deep navy and warm beige tones establish a sense of professionalism, stability, and warmth. To contrast the blues and add a dash of Arecibo's adventurous entrepreneurial sprit, we added an accent of orange to bring energy and reflect Arecibo’s welcoming culture.
Throughout the design system, there are custom geometric patterns purposefully designed to add a subtle reference to the Arecibo Observatory. Adding intentional design elements such as the geometric patterns help ground the firm’s visionary mindset into visual storytelling.
To expand the Arecibo brand outside of the web, I crafted custom business cards and letterheads for print use. In addition, I designed a custom multi-purpose slide deck template for internal and external company use.
The result is a brand experience that feels sharp, approachable, and unmistakably confident. The client was delighted with the outcome, and proud to share a brand that fully represents their values and ambition.
My roles
Senior Designer
Creative direction
Brand system design
Logo design
Web design
Graphic design
Motion direction
Project length:
2 months through Baunfire
