SGH, formerly known as Simpson Gumpertz & Heger, is a renowned engineering firm that seeks to guide superior performance beyond expectations. SGH approached circle S studio to complete a comprehensive, strategic brand and website refresh.
As a designer, I worked with the strategy and creative team to craft an identity that emphasizes clarity from the complexity of SGH's work, while reflecting the forces of nature that pose challenges to the world of engineering. I also created motion graphics for the brand launch video to showcase the new identity to employees and partners, and bring excitement to the refresh.
After new brand messaging and strategy was crafted by circle S studio, the creative team wanted to design the new brand around SGH's passion for engineering for every scenario. Forces of nature was the selected creative direction for the logo. We used the Conneqt font's alternative glyphs as the basis for the logotype as it had characteristics in the strokes and curves that allude to forces. As the logotype was refined, I was able to compose an identity that had the ideal weight and balance for each individual character and the whole unit. The diamond in the H reflects SGH's ambitions to innovate for the future.
The creative team used the lessons from the logo development phase to create a forward-looking visual system that is bold, distinctive and approachable. We created variations of patterns that used the diamond element to showcase upward motion. The color palette provides a bold presence that sets SGH apart from its competitors and the engineering market. The textures reflect the material studies from SGH's lab and the environments of their fieldwork.
The brand video tells a visual narrative of the passion, people and projects that have brought SGH to where it is today. I created animations that brought the still images to life and added a dynamic quality to the visual identity system. The final scene is a transformation of the SGH logo that honors the past and paves the way for the future.