Branding behind the scenes: Complement

Creating a brand that rethinks computation.

Published

May 8, 2023

Author

Steve Berry

Come along a visual journey with us as we flip through the Complement branding project. We'll post a behind the scenes for naming shortly.

Early concepts.
Early concepts.
Our first 3 themes: human, span, complement.
Building out preliminary visuals to evaluate direction with the client.
Russian constructivism illustration spike.
Playing with that old, powerful, soviet imagery. Too much.
A fun poster we made that brought our idea to earth.
Famous quote from a famous science fiction writer.
Building a very square, regular grid.
Adding vaporwave aesthetic.
Crafting movement lines for different brand pillars.
Creating artifacts in Midjourney to inspire.
Hero composition.
Spirograph / guilloche
Created a metal robot in Midjourney and tossed it in the mix.
The better idea, prompt Midjourney with our illustrations! 
The homepage design. Lovely.
Direction
Steve Berry

Design

Steve Berry

Austin Barto

Similar Output

A subtle but properly branded small water bottle you can easily put in your backpack or briefcase.

TM's own water bottle.

Brand

Product

Masseria Meets Mount Etna

Brand

Photo

We were excited to join the Venice Surfing Association for their International Women's Day Paddle out!

Celebrating Strength and Unity: Women's Paddle Out

Brand

Event

Fun

A classic Orsen-Welles-inspired brand

Branding the Wonder Conference

Illustration

Brand

Animation

Using poems to drive a user experience.

Inspiration from Haikus

Brand

UI

UX

Tying nostalgia of retro video games to a modern, calm approach to technology.

Calm Ninja Pixel Art for Neomind

Illustration

Brand

Animated Icon idea to indicate the status of a connected server.

Prospective Agent Indicator

Animation

Brand

UI

Using a simple shape and animation to convey the features of Prospective

Prospective Feature Illustrations & Animations

Brand

Illustration

Animation

TM's own water bottle.
The women surfers of Venice.
Masseria Meets Mount Etna
Celebrating Strength and Unity: Women's Paddle Out
Phoebe, our foster, was adopted!
Branding the Wonder Conference
Inspiration from Haikus
Calm Ninja Pixel Art for Neomind
Prospective Agent Indicator
Prospective Feature Illustrations & Animations
The TikTok Conundrum
The New Paradigm Shaking the Foundation of Industries
The Ascendance of Vertical Videos
Midjourney is the Batmobile.
AI Style Extrapolation
Did we move to London?
The Death of Car Dealerships
Masseria Olive Oil Brand Photos
This is fine.
The Fifth at Britely
Animating the Four Pillars of Complement
Complement Brand Guidelines
Using AI to create robots from avatars.
Palm Booch Branding
Kingston Bread + Bar Swag
Branding behind the scenes: Complement
Prospective Iconography & Illustrations
Embracing the Evolution of Art in the AI Era
User Interface Organized Neatly
VSA Surf Skull
Infopops, A Creative Way to Teach for the Web
TM Business Cards
Prospective Brand Guidelines
Venice Surfing Association Brand Guidelines
Trustless Finance Brand Guidelines
Trustless Finance Branding Process
DeFi is lying to everyone.
Chainlink Brand Guidelines
Color in Application Design
Playing Card Illustrations
Augmented Storytelling for Flamingo Razors
Surfing Ernie
Naming the Washington Football Team
Floral Kaleidoscope
Widget Store Illustrations
The Loyalist Iconography
Wet Ties
The Subtle Story Telling Animations of Trustless Finance
My clever public ambient findability solution.
COVID Lotto Ticket Glory Hole
Thank you for shopping with us!
Wet Tie Product Photoshoot Timelapse
Mega Menu Iconography
If everything is important, nothing is really important.
Wolfenstein Notion Icon Animation
Tailwind makes short work of a redesign.
Store Activity Feed Story
Monthly Design Jam Session
El Porto Potty
Contextualizing Developer Insights
Miso, Graham, and Chunk
Universal Exports Applied Science
Zen Garden Sound Bath
Work in Progress - March
La Quinta's painterly sky.
A night in Venice, California.
Future of Everything
Kinetic Typography
Conjunction of Saturn and Jupiter
Omura Series X Photos
Product Workshop @ California Design Studio
Omura Dark Nugget
Ear Flip
Palmer, Devan, and Chunk
9/11 @ 7:31am. 69 degrees. Smoky.
Frannie, Charlie and Graham
The Loyalist splash page.
Spaceshit Nugget
Last Night's Moon
Trump don't surf.
ZJs Closing Weekend Appreciation Poster
Craft meaningful content for clients.
Jalama Beach Excursion
Neon Graham
Ben from NUGGS
The web is a mess.
Shannon Hat Portrait
The sun shines here every day.
COVID-19 Daily Sentiment Survey
If you have to deliver bad news it helps if you are not ugly.
Holiday Photo Studio Fun
Facebook is whatever you want it to be.
Design the dashboard last
Summer of Jilly Product Photos
Premium Mediocre Branding
EMPEX LA 2019
Super Blood Wolf Moon
Central Coast Look
A page. A paragraph. A sentence.
Reify 2017: The story behind the source code.