BRAND IDENTITY DESIGN
BE3DESIGNS
cooperative, entertaining, diligent
ABOUT BE3DESIGNS
BE3Designs is a beloved web development freelance business based in Edmonton, Alberta. In operation since 2010, the owner prides herself on having a range of website services to help everyone, no matter what level of web experience they may have. When she reached out to me, she had been operating her business with a DIY logo she'd created many years before and decided it was time to rebrand professionally. A lover of video games and table-top roll playing games, her intention was to "gamify" the narrative of the brand identity. And that's just what we did together.
When we embarked on this rebrand, Bree of BE3Designs had already been exploring the website language she'd use to bring this gamified brand narrative to life through her range of service offerings. Visual storytelling became part of the brand experience by way of illustrative player cards and service icons for the different types of website services. All of these extra brand details were customized thoughtfully to align with the BE3Designs guild narrative we were developing.
The condensed typographic logo and signature orange that had been associated with the BE3Designs brand from the beginning was something my client wanted to carry forward. To add more depth and intrigue to the brand's wordmark, the individual letters were customized to have subtle shadow cuts without being too stylized. This approach gives the brand a strong presence while maintaining a clean and simple aesthetic that will endure for years to come.
It was expressed from the very beginning that this rebrand needed to prioritize design accessibility so all users online can experience the brand without limitation.
When it came to brand typography, this meant selecting specific typefaces that have been designed to promote legibility by way of unique letter characteristics.
For the brand's colour palette, we tested all colours in the development process before establishing brand style guidelines that clearly designate specific colour combinations that are AA compliant for web accessibility standards.
I took away more than just a new brand identity, I have confidence, direction, and excitement in my business
I came to Jenny Henderson Studio with a concept that I had been ruminating on for some time, but inevitably needed professional help with bringing it to life. And Jenny did just that! I found the discovery and review questions that Jenny asked were very helpful in navigating through my own notes, thoughts, and scribbles. We determined what direction wouldn’t work for me before we solidified what would, and it was a very educational and resourceful experience. I took more away than just a new brand identity, I have confidence, direction, and excitement in my business going into 2026!
Bree Emmerson, BE3Designs
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