Strategy, Branding + Web Design
I worked on the visual identity for The Hansen Group as part of The Brand Collective, helping reinvent the brand for a new generation while keeping its 40+ years of experience at the center. The goal was to create a visual world that felt more current and polished while still communicating the trust and legacy the company had built over time.
Hansen Group
Personality
We wanted the brand to feel elegant and established without becoming too formal or distant. I focused on creating a balance between sophistication and approachability, giving the identity a sense of confidence that felt appropriate for a company with such a long history in the events industry.
Visual Language
The idea of a blank canvas became the starting point for the color palette, reflecting the endless possibilities that come with creating an event. I paired a range of neutrals with a bright marigold accent that adds energy without taking away from the more refined feel of the palette. I also developed custom illustrations inspired by the Hansen name, giving the identity a few more playful elements that could shift and adapt across the brand.
