🎯 OVERVIEW
Fractional↗ is a startup out of San Francisco that aims to help companies automate difficult workflows with the help of AI. As a new company, they wanted to post over 10 billboards around the city to recruit new engineers.
🔄 FIRST DRAFT
I looked at Fractional's website to get a palette and gauge an aesthetic. For a tech company, I wanted something futuristic and sleek, but still friendly and simple. In Photoshop, I created a frosted glass effect popular amongst tech companies and applied it to their triangle logo for Concept #1. For Concept #2, I was inspired by space and abstraction, and made copylines the main focus as opposed to the logo.
concept #1
concept #2
💬 FEEDBACK
The client liked the glass effect, but were worried that it would impede the logo's readability. They requested a version similar to Concept #2 without the glass triangle or rocks.
Alexis (my Senior Art Director for this project) and I assured I could create a plain version for them, but asked if we could still present them a version with the glass triangle, as we believed it would make the billboard more eye-catching.
plain example
glass example
🤔 WHAT I LEARNED
In our second round of presentations, I showed the clients these designs side-by-side, and they agreed that the glass triangle added a lot to the visuals! They ended up going with 4 versions of that design.
This project was another case of learning how to compromise with clients, and how to advocate for my own design decisions while still prioritizing the client's wishes. While some clients may come with a clear idea in mind, it's our job as designers to offer thoughtful alternatives if we believe they better align with their goals!
