Photography
In connection with our name, a lot of Elemental’s brand relies on nature imagery and textures of the elements of the natural world, sun, wind, earth, and water. This Interactive was held on Earth day, so the design system aimed to highlight the Earth through visuals. Through imagery, we can represent diversity of biomes, geographies, and communities on earth.
Masking shapes
For over a decade, Elemental’s main investment thesis has centered around duality: community and technology each being one-half of a climate solution. A semi-circle is a shape that signifies half, in a way other shapes cannot. Going from a 3D globe to 2D circle helps represent our planet. Filling the semicircle with an image mask of an aerial image of the Bay area creates a visual proxy for Earth.
Grid structure
Elemental’s 2019 rebrand drew a lot of inspiration from the Swiss grid and minimalistic design. Bringing in a grid helps bring order and balance to organic and disparate elements and textures. We can use coordinates to tie back to locales around the world and as decorative glyph elements. These specific coordinates map to Fort Mason and the 3 main Elemental offices: Honolulu, San Francisco, and New York.
Brand guidelines were created and directed by Jenna with production support from e2k | events x entertainment, Joshua Darby of Studio Question Marque, and Elemental Events Director Lani Cobb, and MD of Creative, Lauren Tonokawa.
