Y U K I S T U D I O S
Hummingbird Digital
Hummingbird Digital is a start-up founded by Karen O'Connor. I was commissioned to redesign their logo, which gradually evolved into me pioneering a new style guide and developing brand assets for Hummingbird Digital.
The brief was for the brand to appear more established and modern in order to stand out among its competitors. The founder favours bold elements and unorthodox ideas. We explored her playful and cheeky nature, blending concepts of “traditional vs. digital” thinking to reflect in the brand identity.
Brand Exploration
We brainstormed the brand as a whole to begin building a strong aesthetic foundation and develop a matching tone of voice. I asked Karen how she would respond to various scenarios to gain a deeper insight into the brand’s personality.
The previous logo depicted a 3D hummingbird with an orange and purple colour palette. Not wanting to stray too far from the original design, I explored ways to expand the concept across key brand rollouts — such as the website, workbook, and presentation decks.
The feedback received was that the brand identity still wasn’t hitting the mark, and there was a desire to rebuild the aesthetic from the ground up. This prompted explorations of new fonts and colour palettes. We collaborated on how the title would stack, how it would stand out against a white background, and what narrative best suited the placement of the hummingbird.
Brand Development
We took inspiration from traditional agency brands and infused our own aesthetic and ideas into the visual treatment. We adopted a cooler colour palette, exploring pale blues, oranges, and yellows to evoke the look of post-it notes and highlighters. This approach reinforced the concept of traditional thinking blending with digital methods — a reflection of the founder’s core beliefs.
This has also led to the rollout for 'Pitch Decks' for when the Founder meets with clients, as well as digital assets for social media.
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Hummingbird Digital site is currently under construction for the new release.
But the work isn’t over. As the Hummingbird Digital brand continues to evolve, we’re now exploring ways to elevate the website’s aesthetic and refine the overall brand strategy, as demonstrated in my workbook below.