Brand: The Sorium Group ignites a company’s fuel

The Sorium Group is a team of senior pros who bring together incisive expertise to fuel meaningful growth and change for enterprise.

The project began with a beautiful, well crafted logo that had been created by another designer before much discussion of brand. As we began putting the story together, I realized we needed to dig deeper and mine that “fuel”—the source of energy that sparked the Sorium vision—to refine and elevate the visual identity, and ultimately, the brand.

An early part of my process is to find the essence—the core, authentic qualities at the heart of what a company is and aims to become. I meet with stakeholders, research the industry and, informed by experience, principles of design thinking and a rigorous listening practice, I propose a set of concepts, either as short phrases or word pairs. This inspires more conversation, helping to refine them. I will usually finalize this step by including imagery.

In this case, the results were for internal use, so here are just two, with the word pairs slightly generalized:

The reimagined logo, guidelines and assets kept close to the original ideas, but now truly emphasize the team’s key purpose—to focus in on and ignite a company’s unique ‘energy source’ as it seeks to package (or repackage) its identity from the inside, out.

The Sorium Group is a talented team with loads of storytelling skill, which means that creating the messaging, as well as determining elements like voice and tone, are an entirely collaborative process.

Additional elements

Color bar

Logo on white background

Custom iconography

Banner or background graphic

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