Octopus Rules is an event series focused on workplace transformation for working professionals, leaders, and influencers who seek to create positive change. Along with the strategic powerhouses at Lead Dog, E7 took the client through our proven brandscape process to define the path of the project. Informed by their love of a retro vibe and their location in the Southwest, a zesty direction came out as the chosen direction. Custom icon development and typography led to the perfect undulating solution.
I approached Octopus Rules by getting clear on what the series needed to do, who it was for, and how it should show up. Working with Lead Dog, we used my brandscape process to define a focused direction and simplify the message. From there, the creative built around the client’s interest in a retro feel and their Southwest roots, leading to a more vibrant, zesty visual language. I developed custom icons and typography that work as a cohesive system, with a subtle sense of movement that ties back to the name and gives the brand a distinct rhythm.
