Early this year (2026), an Energy Strategist/Consultant hired Elera Design Studio to help her craft a functional and professional brand design for her energy consulting firm, at first I was sceptical about accepting the project because of the time frame.
Apparently, she needed the brand assets ready for an important industry event and of course the objective was getting a brand design that ultimately reflects her value and that is something some consultants miss.
The team spent the first day studying her brand and positioning alongside her competitors, that is a very important part of my process, we always work with a timeframe of course, but if I have not fully understood the brand I tend to spend more time on this stage, that same evening I crafted a moodboard to align with her on the creative direction of the project.
Two days later, the design proposals were ready for presentation after numerous explorations and refinement, however after presentation we encountered a problem never imagined, we were both happy with the concept but we had to solve the issue of the Hermann grid illusion, all while maintaining the integrity of the concept.
we had to study more on the cause of that illusion and how to get rid of it, one thing I personally have learnt is that with every problem we encounter and overcome we now have a solution for future challenges. Finally, we got rid of it in several ways but we agreed to the option of a reduced stroke weight of the logo.
It was a challenging but interesting project
Have a look at the visuals
