Luca C. Wistendahl


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Beacon is an intuitively designed, web-based intervention support system for K-12 schools. The Beacon team approached me in 2018 to create a brand for their company.

Starting Point

At time of engagement, Beacon’s brand consisted of only a working name: Beacon. The team thought the name had potential, but wanted to perform their due diligence and explore different options. In addition, they needed a logo, typography kit, color palette, and branding guidelines.


I constructed the following process for developing Beacon’s branding:

  1. Research Beacon, it’s mission, and the opportunities it addresses
  2. Research potential competitors and similar organizations
  3. Create a brand “personality” through mood boards, color palettes and keyword selection
  4. Craft name concepts and select a finalist (“Beacon” won, against numerous competitors)
  5. Craft logo concepts and select a finalist
  6. Polish final logo
  7. Craft a matching typography kit and color palette
  8. Compile a branding guidelines document

Finished Product

The Beacon rebranding project produced a stunning logo, typeface pairing and color palette that communicate the brand’s secure, data-driven, robust, encouraging and hopeful personality.

The final logo

The branding guidelines document created a structured, yet adaptable set of guidelines that the team will use to ensure the consistency and integrity of their new brand.

Are you looking for an experienced graphic designer for your next project? Please feel free to drop me a line!

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