Coefficient Branding

I present the new brand for Coefficient. It was so much fun designing for Drew because I got to infuse so much of his passions, skills, and talents into every part of it.

After Drew had told me about his product development consulting business, I began to see a lot of connections between what he does and mountain sports, which is his favorite hobby.

I wanted his brand to feel active and grounded at the same time, a careful balance of conveying strength in two ways.

In my own experience, trying to make and launch a new physical product can seem almost impossible if you do not have the right team to help you. Because of this I wanted to fuse images of maps, guides, topography, and engineering together in an interesting way.

This was also the first time for me to co-design a business card with Drew (a classically trained mechanical engineer) as well. Using his very own ski rack design, I recolored and cropped it to use the hex screw as a focal point to visually represent his brand promise – to drill down to the details.

One of the most remarkable things Drew said in my first meeting with him was that he always goes back to a mantra he first learned in college which was to “Do the calcs.” It is a simple way of saying that before you start anything to always check your work. I love that saying and I hope that this new brand does it justice.

Thank you so much to Drew for the opportunity to make all of this come to life.