10:Ninety, Inc. is a dynamic HR consulting and leadership development firm rooted in the belief that 10% of life is circumstance and 90% is how you respond. By fostering strong cultures, it empowers leaders and teams to reach their full potential through creativity and forward-thinking.

My Role

I was contacted by Rashel of 10:Ninety to create a logo and rebrand for 10:Ninety, Inc., focusing on delivering a clean, creative, and professional design that reflects the company’s forward-thinking values and emphasis on growth and transformation.

Results

The result was a versatile, minimalist logo mark that embodies 10:Ninety’s core principle of growth and transformation. The design strikes a balance between creativity and professionalism, ensuring it resonates with the company’s target audience.

I initiated my process with a discovery phase, starting by understanding the client’s vision and the essence of 10:Ninety as a brand. This involved asking key questions to uncover the company’s values, mission, and target audience, as well as exploring the client’s preferences and dislikes regarding logo design. Through this process, I gained insights into their focus on growth, transformation, and forward-thinking, which informed the direction of the rebrand.

I created a mood board to capture the visual essence of the rebrand, starting with words and themes that stood out during our initial conversation, such as "growth," "transformation," "professionalism," and "forward-thinking." This board incorporated ideas and themes that I can further develop, serving as a foundation for refining the logo design.

I separated the board into two main secitons: Gardening/Greenhouse and Elevation/Forward-Thinking. I then began to dive deeper into the two ideas, drawing more profound concepts that could produce a symbol synonymous with the brand.

Concept Development

As I studied the Philodendron, I fell in love with its story and character. I believed it fit perfectly with what Rashel was envisioning for the rebrand. These are some points that really stuck out to me:

Once they have worked their way up to the canopy, they often transform themselves into epiphytes.
Arriving at the treetop, the philodendron may wander further. If its spot is too shady, it can move to a better location by producing more stem, growing in front while dying behind.
Unlike most epiphytes, many philodendrons do not die if they fall to the ground. They simply begin their climb upward all over again.

I decided to use gardening as the theme for my inspiration, drawing from the client’s emphasis on growth and transformation. This led me to study plants, particularly those that embody resilience and adaptability. I ultimately landed on the Philodendron, a symbol of strength and enduring growth, as the cornerstone for the design concept.

Throughout the process, I incorporated feedback from stakeholders and potential users. This iterative approach ensured that the final design was both functional and aesthetically pleasing.

The dashboard is the centerpiece of MarketsEQ, designed to provide financial professionals with a comprehensive overview of critical data and insights.

Dashboard: A comprehensive dashboard providing an overview of critical financial data and insights.
Customizable Workspaces: Users can tailor their workspaces to suit their unique workflows and preferences.
Advanced Analytics: Powerful AI-driven analytics tools that help users make informed decisions.
Real-Time Notifications: Timely alerts and notifications to keep users updated on important developments.

Key Learnings

User Feedback is Crucial: Continuous user feedback helped refine and improve the design, making it more aligned with user needs.
Flexibility is Key: Allowing users to customize their dashboard significantly enhanced their satisfaction and engagement.
Clear Communication: Clearly communicating complex data in a simple and intuitive manner is vital for user adoption and effectiveness.

Next Steps

Advanced Personalization: Implementing more advanced personalization options, allowing users to tailor the dashboard even further to their specific needs.
Enhanced Data Integration: Integrating additional data sources to provide even more comprehensive insights and analytics.
Mobile Optimization: Ensuring the dashboard is fully optimized for mobile devices, providing a seamless experience across all platforms.
Continuous Improvement: Regularly updating the dashboard based on user feedback and emerging industry trends to keep it relevant and effective.

The result is a powerful, user-friendly dashboard that provides financial professionals with the tools they need to manage their portfolios and make informed decisions. The dashboard not only looks great but also supports its users in achieving their financial goals efficiently and effectively.

Concept Development

Key Learnings

User Feedback is Crucial: Continuous user feedback helped refine and improve the design, making it more aligned with user needs.

Flexibility is Key: Allowing users to customize their dashboard significantly enhanced their satisfaction and engagement.

Clear Communication: Clearly communicating complex data in a simple and intuitive manner is vital for user adoption and effectiveness.

Next Steps

Advanced Personalization: Implementing more advanced personalization options, allowing users to tailor the dashboard even further to their specific needs.

Enhanced Data Integration: Integrating additional data sources to provide even more comprehensive insights and analytics.

Mobile Optimization: Ensuring the dashboard is fully optimized for mobile devices, providing a seamless experience across all platforms.

Continuous Improvement: Regularly updating the dashboard based on user feedback and emerging industry trends to keep it relevant and effective.

The result is a powerful, user-friendly dashboard that provides financial professionals with the tools they need to manage their portfolios and make informed decisions. The dashboard not only looks great but also supports its users in achieving their financial goals efficiently and effectively.