Virescent
Virescent is a B2B company that integrates plants seamlessly into architecture, with reliable maintenance that keeps them looking great.
Project Information
Concept Project
Client
Virescent
Year
2025
Industry
B2B
Services
Visual Identity
Art Direction
Motion
Programs Used
Illustrator
Photoshop
After Effects
Figma
Disclaimers
Some imagery for this project was generated using AI, then color graded in Photoshop. I do not own any images used.
Project Brief
Challenge:
Most office plant companies fall short in two areas: branding and execution. They rely on vague wellness claims and repeat the same generic layouts, ignoring client brand and architecture. The result is spaces that feel like afterthoughts instead of intentional design.
Strategy:
I positioned Virescent as the only plant service brand focused on credibility and customization. They offer tailored installations that align with each client’s environment, supported by reliable, hassle-free maintenance.
Solution:
I built a bold visual identity that frames plants as architectural features. With a restrained palette, editorial imagery, and structured typography, the brand conveys professionalism and sophistication, clearly standing apart from competitors.
Design Process
I started by brainstorming the foundations: names, values, and early color directions. Then I created a moodboard to lock in the general vibe.
I explored logo concepts with a mindmap and quick sketches, but most refining happened in Illustrator, where I developed the logo, palette, type system, and grid. Once those felt solid, I applied them across brand touchpoints like social media, stationery, vehicles, and a homepage concept.
The last step was motion. I thought a simple 'blooming' animation suited the logo and reinforced the editorial tone of the brand, so I storyboarded it first and then created it inside After Effects.
Insights & Reflection
Consistent, quality imagery can elevate a brand dramatically.
The blooming logo animation showed me how motion can reinforce a brand's tone.
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