Social DNA
Brand and website work built to give a purpose-driven brand a clear, consistent presence.
The context
A presence that fits.
Social DNA needed a digital presence that matched who they are: clear, considered and consistent from one touchpoint to the next. Like a lot of growing brands, the pieces existed but were not yet pulling in the same direction.
The goal was a brand and website that felt of a piece, easy to navigate and easy to trust.
The work
One system, end to end.
The positioning line was super heroes connecting business, so the mark is a figure mid-stride with a cape, drawn in one flat orange and one dark grey. No gradient, no outline: it had to survive as a 32 pixel favicon and as an avatar on every social platform the client lives on.
The identity was documented rather than emailed as a JPG. Primary lockup, black-and-white version and icon-only version, a clear-space rule, the Lato specimen, avatar crops for square and rounded social profiles at each size, and the full colour scale in CMYK, RGB and HEX. From there the site was designed and built responsive, so the same brand holds on desktop, tablet and phone.
The mark
A hero, flattened to 32 pixels.
One hero, six tools. Client Social DNA, 2017 to 2024, built on a Hero archetype whose stated fear is irrelevance. The mark ships in colour, black and white and dark versions, with Lato as the type, three greys and three oranges specified in CMYK, RGB and HEX, and the icon cropped for social squares, rounds and favicons down to 16 pixels.
The site
One brand, every screen.
The outcome
Coherent, start to finish.
Social DNA now has a brand and website that work as one, giving the company a clear, consistent presence built to earn trust and grow with them.
Your brand could be next.
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