Phase I: Understand + Discovery
Phase II: Ideate + Define + Develop
Phase III: Execute + Deliver
Client Project
—
Become – Brand Strategy & Brand Identity
Become engaged us to develop its brand foundation, including research, naming, messaging, and visual identity. With a mission to connect individuals, schools, and businesses through data-driven insights, the platform needed a brand that could communicate both clarity and purpose. I gathered a team of independent collaborators and partnered with stakeholders to develop and craft a complete brand design system across messaging, naming, and visual identity.
Leading my team through the planning, development, and design of the Become brand identity, I guided a comprehensive process that distilled insights from audience and stakeholder interviews to establish the foundation of the brand. This foundation defined the brand’s tone, voice, and visual direction. As the work progressed, additional research, journey mapping, exploration, brand architecture, and iterative design refined the system into a simple, meaningful, and approachable brand. The process culminated in a comprehensive set of brand guidelines.
The ‘Become’ wordmark was developed as a bespoke display typeface. Its rounded letterforms and considered spacing were intentionally designed to convey approachability and create a clean, open visual rhythm. Additionally, the ‘m’—with its stem gently nudging the ‘e’—introduces a quiet gesture of encouragement and momentum.
This simple alteration embodies the concept of 'Become' as a companion throughout one's professional journey. Additionally, this modification transforms the tense of the word from future to present, implying that individuals can embrace their current selves or evolve into something new.
“MKN Design served as a patient and adept navigator during our brand discovery expedition. His guidance enabled us to gain profound insights into our company's identity. Although the outcome was unexpected, it perfectly aligned with our aspirations. None of this would have happened without him and for that, we are very grateful.”
Ryan Montgomery
Chief Executive Officer, Union Media
-
Become
Educational Tech & Test Preparation -
+ Brand Advisor
+ Brand Strategy
+ Concept Development
+ Creative Assets
+ Creative Strategy
+ Design Direction
+ Naming
+ Qualitative Research
+ Visual Identity -
MKN Design Team:
+ Michael Nÿkamp, Design Director & Strategist
+ Rob Monacelli, Strategist
+ Nate Netti, Brand Copywriter
Union Media Stakeholders:
+ Ryan Montgomery, Chief Executive Officer
+ Andrea Montgomery, Managing Editor
+ David Schofield, Designer