Growalrus is an email marketing blog focused on helping businesses grow through better email marketing. The client already had a logo with a solid concept behind it, so instead of starting from scratch, the goal was to refine what was there and build a visual identity around it. To show how the identity could work in practice, I also designed a set of website concepts.
From the beginning, it was clear that the idea behind the original logo didn’t need changing. The combination of the mascot and the wordmark was distinctive enough. Most of the work went into improving the proportions, simplifying a few details, and making sure the identity felt more consistent across different applications.
Visual Identity
The logo was rebuilt using a simple geometric system, which helped clean up the proportions and give it a more balanced look. I replaced the original typeface with Hurme Geometric Sans and made a few custom adjustments to better match the symbol. The diagonal cut, representing growth, became a recurring element that carries through the logo, supporting graphics, and the rest of the identity.
The website concepts weren’t part of the final delivery. Their purpose was to test the identity in a realistic digital environment and define the visual direction for future development. Together with social media concepts and printed materials, they show how the identity behaves beyond the logo itself.
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