ericmeyer

Role

Freelance

Objectives

Create a brand identity
Create a brand logo
Create brand colours

Strategy

A group of freelance web developers reached out to me with the opportunity to create their brand and website with full creative control. This gave me the opportunity to start from a completely blank slate (pun intended) and create something that aligned with their vision.

Website

For Slate, I created two different webpage designs in Figma, each with its own focus.

The first design was a fullscreen scrolling layout meant to grab attention right away and leave a strong impression. It leaned on bold visuals and movement to keep users engaged as they moved through the site.

The second design was more streamlined, built around presenting the company’s details in a clear and professional way. It put information first, making it easy for visitors to understand who Slate is and what they do.

One of the main challenges was that Slate had no past work to showcase, since they hadn’t taken on any clients yet. The site still needed to feel impressive and trustworthy, so I designed with an emphasis on strong branding and polished presentation to build confidence in the company.

Logo Design

The only instruction I was given from the team at Slate was to keep it simple and design something they would wear on a piece of clothing. The team originally thought they wanted a “character” icon, but after seeing their company name typed out in the Work Sans font, they knew it was exactly what they wanted. I explored different variations of a simple type logo and eventually landed on an abbreviated version placed within a box. This reflects the straightforward thinking and simplicity of Slate’s design choices, echoing their tagline: “impactful design carved from white space.”

slate.

sd.

slate.

sd.

Role

Freelance

Strategy

A group of freelance web developers reached out to me with the opportunity to create their brand and website with full creative control. This gave me the opportunity to start from a completely blank slate (pun intended) and create something that aligned with their vision.

Objectives

Create a brand identity
Create a brand logo
Create brand colours

Website

For Slate, I created two different webpage designs in Figma, each with its own focus.

The first design was a fullscreen scrolling layout meant to grab attention right away and leave a strong impression. It leaned on bold visuals and movement to keep users engaged as they moved through the site.

The second design was more streamlined, built around presenting the company’s details in a clear and professional way. It put information first, making it easy for visitors to understand who Slate is and what they do.

One of the main challenges was that Slate had no past work to showcase, since they hadn’t taken on any clients yet. The site still needed to feel impressive and trustworthy, so I designed with an emphasis on strong branding and polished presentation to build confidence in the company.

Logo Design

The only instruction I was given from the team at Slate was to keep it simple and design something they would wear on a piece of clothing. The team originally thought they wanted a “character” icon, but after seeing their company name typed out in the Work Sans font, they knew it was exactly what they wanted. I explored different variations of a simple type logo and eventually landed on an abbreviated version placed within a box. This reflects the straightforward thinking and simplicity of Slate’s design choices, echoing their tagline: “impactful design carved from white space.”

slate.

sd.

slate.

sd.

Role

Freelance

Strategy

A group of freelance web developers reached out to me with the opportunity to create their brand and website with full creative control. This gave me the opportunity to start from a completely blank slate (pun intended) and create something that aligned with their vision.

Objectives

Create a brand identity
Create a brand logo
Create brand colours

Website

For Slate, I created two different webpage designs in Figma, each with its own focus.

The first design was a fullscreen scrolling layout meant to grab attention right away and leave a strong impression. It leaned on bold visuals and movement to keep users engaged as they moved through the site.

The second design was more streamlined, built around presenting the company’s details in a clear and professional way. It put information first, making it easy for visitors to understand who Slate is and what they do.

One of the main challenges was that Slate had no past work to showcase, since they hadn’t taken on any clients yet. The site still needed to feel impressive and trustworthy, so I designed with an emphasis on strong branding and polished presentation to build confidence in the company.

Logo Design

The only instruction I was given from the team at Slate was to keep it simple and design something they would wear on a piece of clothing. The team originally thought they wanted a “character” icon, but after seeing their company name typed out in the Work Sans font, they knew it was exactly what they wanted. I explored different variations of a simple type logo and eventually landed on an abbreviated version placed within a box. This reflects the straightforward thinking and simplicity of Slate’s design choices, echoing their tagline: “impactful design carved from white space.”

slate.

sd.

slate.

sd.