mareld
Visual Identity
january 2024
01.
Brief
We were tasked with creating a full branding package for Mareld, a company specializing in precise bacterial analytics. This included designing a cohesive brand identity, developing a unique logo, and building a user-friendly website. All tailored to the client's specific needs.
Concept
This project, a collaboration between YRGO and Chalmers Ventures, was our first major opportunity to work with a real client. Over the two-month timeline, we focused on delivering a cohesive brand identity and website that met Mareld’s visual and functional needs.
After meeting with Mareld, we defined the objectives: to create a brand identity and website that aligned with their precision-focused vision, while resonating with industry leaders like Tetra Pak. We aimed to design a logo and graphic profile that communicated dependability and efficiency, and to build a website that clearly showcased their services to both industrial users and partners.
02.
Process
We began by conducting a SWOT analysis to identify Mareld’s strengths, focusing on their technology and user-friendly solutions. To ensure the website design was both familiar and distinctive within the B2B landscape—we also researched competitors, choosing bold colors and clean layouts in our design to strike a balance between efficiency and uniqueness.
From there, we developed key design elements—logo, typography, and color palette—to create a modern, visually appealing, and easy-to-navigate platform that reflected Mareld’s core values and set them apart from competitors. These concepts were presented to the client through a detailed stylescape outlining our design choices.
03.
Product
Throughout the design process, we prioritized Mareld’s core values—Dependability, Precision, Efficiency, and Simplicity—ensuring these were reflected in every design decision.
We selected a blue color palette, inspired by the natural phenomenon of mareld, incorporating deep ocean blues and turquoise to mirror the company's name. At the client’s request, we added two accent colors: a vibrant yellow to contrast the blue, and a purple that evokes trustworthiness, reinforcing the dependability of the design. Aiming to retain key design similarities to competitors but introducing darker, more striking colors to help Mareld stand out.
Collectively we created three initial concepts of the logo, which we then let the client choose from. The chosen logo features a sleek, minimalist depiction of a petri dish, reflecting its importance in Mareld’s analytical processes.
For our typography we chose Oswald for headings, reflecting stability and simplicity, while we used System-UI for the body text, opting for optimal performance on the site.
The website was built using Webflow.
04.
What I learned
As mentioned, this was our first time working with a real client which taught me a lot in terms of communication and planning. How to present your process to a client in way that's easy to digest and offers them a good overview without putting too much of a load on them. Making sure we're still the ones in charge of the design whilst taking great care of their wants and needs.
My role in this project was mainly co-building the website together with Sheila Gonzalez. Though it was my first experience using a web-building tool, the challenge proved to be highly rewarding with a great learning curve as result.
I also played a part in assembling the overall design in terms of color palette and feel.
Let’s chat!
Feel free to reach out if you have any questions regarding my work, potential collaboration or if you’d just like to chat.
Looking forward to hear from you!
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