After the design kick-off meeting, we started with the question: how can the service stand out in the sea of consulting services? Competitors include platforms which connect lawyers with clients and generic job forums, as well as generic freelance platforms with integrated payments. These products had one key component missing: color.
This led me to create a color palette that will drive the narrative of the site:
The very first iteration of the logo represented the client and her/his customer "merging" by using our service. While the logo got a lot of externally - and a lot of press coverage, I was not fully convinced. Hence the re-design.
For v.2.0, I carried out a series of typographic experiments playing with the structure of the letter “A” and the concept of reflecting the technology dimension. The idea of "merging" still existed. The Endresult ist a mix of the letters "A" "V" and/or "first" as "1."
Interestingly, some see only the letters "A" and "V" others, "A" and "1.", while some see all three.