In 2022 I began to expand my professional horizons. I applied to various positions and finally, after months of searching, I connected with Retrospect—a small design studio based in the heart of New York City. I was lucky enough to collaborate with them as their primary visual designer and art director for over a year. In this time, not only did I work on multiple client projects, I also helped lead the Retrospect Brand 2.0 project where we refreshed the brand, designed and developed a new website, and created a whole launch campaign.

The Brand 2.0 project was extensive and in-depth, along with my colleagues at Retrospect we conducted an in-person Brand Ideation Lab, where we put pen to paper and defined the new brand direction for Retrospect.

Following the Ideation Lab, we distilled all the information into a refreshed brand strategy complete with new values, mission, vision, and statement line. Taking all of this information, I then started to explore the brand visuals. I refreshed the Retrospect logo and crafted a beautiful color and font system heavily inspired by concepts of reflection, water, and light. The resulting brand and brand guidelines are fresh and inspiring, a true reflection of this new phase for Retrospect.

The Retrospect color palette expanded into a living and breathing system. Our color palette and graphic treatment are anchored in reflection. The Foundational colors are anchored in the natural elements of Sand & Stone, and the Water tones of River, Ocean & Spring. In our secondary palette, we include the incidence of light on the natural surfaces of our Primary palette. Featuring both Sunset and Dusk tones, we round out our color system.

Following the definition of Retrospect's new brand visuals, we started working on the design for the website and launch campaign. We designed the website from the ground up, leaving no stone unturned. A complete custom build maintaining the new brand visuals, and telling the story of Retrospect. The site provides an inmersive experience, a space for introspection and expansion.

Finally, we worked on all the visuals for the brand launch campaign along with a photo/video shoot in NYC. We captured beautiful unique assets for the website, social campaign, and internal communications assets.

This project took a village, but the results are unique and beautiful, a reflection of the team that collaborated on it.

Retrospect Brand 2.0 Team
Retrospect Leadership - Joy Ekuta, Quinnton Harris
Creative Director - Sarah Butler
Lead Strategist - Kaylin Young
Copywriting - Nate Anderson
Art Direction & Design - Eva Bristol
Launch Campaign - Lorah O'Donnell
Photography - Nikolasi Saafi, Bridgete Badore
Videography - Diomedes Joel Nunez
Web Development - Celso White