Freelancing as a graphic designer and digital marketer for Mach Five Group involved brand/logo development, illustrations, email design, running advertisements, and social media management.
Mach Five Group
Project Overview
About
Mach Five Group (M5G) is a multidisciplinary network containing Mach Five Marketing (M5M) and Mach Five Tech (M5T). M5T is a technical consulting and development team built to help companies accelerate faster through architecture, automation, and app delivery. Mach Five Marketing helps companies market smarter through data-driven campaigns and performance optimization.
My Deliverables
I was tasked with several design and marketing goals to lay the foundation of the branding process:
Design the Mach Five Tech logo and apply design to each brand in Mach Five Group
Apply logo design to each brand in Mach Five Group and design color variations
Create the Mach Five Brand Guidelines with the new logo family, color palette, and typography
Illustrate website assets and create digital/email advertisements
Logo Development Process
Before the logo design process, the founder had a clear idea of a simple M. I offered several variations of M, including different weights, slant angles, and gradients. The final product is now the primary logo and Mach Five’s main identifier: The bold, slanted M emphasizes mobility and time optimization.
The Roman Numeral V stands out within the M as a solid color, symbolizing the ‘Five’ in Mach Five. The shadow-like gradient along the outer lines represents the multi-layered steps of development that underpin a company’s strong foundation.
Mach Five Brand Guidelines
Click to expand images
Creating The Brand Vision
The typography and color values were chosen to reinforce Mach Five’s bold vision. Orange and blue were already designated to their respective brands, M5T and M5M, when I joined the project. However, I picked the specific color values to define the current ‘M5 Orange’ and ‘M5 Blue’. Tech and software companies typically choose a safe, muted blue for their brand. To challenge this norm, I suggested a vivid orange that stands out from competitors.
M5 Orange reinforces a brand rooted in creativity and innovation within software and technology solutions. M5 Blue is paired with Mach Five Marketing to associate the brand with trust and stability in our performance marketing.
Google Sans Flex provides the perfect balance to Mach Five’s intensity. The clean geometry and open letterforms ensure excellent legibility while conveying a friendly, modern, and approachable brand. Its variable nature allows it to adjust for readability in diverse UI/UX contexts, and I ensured that it is available on every device.
Website Illustrations
Branded assets such as illustrations and supplementary graphics were required for the Mach Five websites. I created several illustrations for each brand’s hero section. We aimed for a human-made style with each digital brush tool emulating a physical one. This mixed-media approach reinforces Mach Five Group’s ability to build software from the ground up — From pen and paper to production and delivery.
Email Design
Evergreen or ever-relevant advertising is important for B2B companies like Mach Five Group to reach new clients. I designed several marketing emails that include an introduction to Mach Five Tech and a ‘Contact Us’ call-to-action button. I incorporated several graphic elements to hold readers’ attention while breaking down the text in a meaningful way.