Case Study Identity January 29, 2026

Athens Area Mediation Service

Task

Brand Identity for Athens Area Mediation Service including new logos, fonts, and color palette.

  • Strategy

    Brand Strategy

  • Design

    Art Direction

  • Client

    Athens Area Mediation Service

⬤ 01. Challenges

Design Challenges

The largest challenge faced in this project was getting all of the board members to agree on a set logo design. Various points of view made it difficult to land on a logo design. Some board members prefer human-centered imagery, while others prefer the clean and abstract letter-forms. Trying to create a design that would reflect their new branding identity was a fun but challenging process. The main deliverables for this project was the reformatted formal documents, the SouperBowl poster, and business cards with the logo designs.

⬤ 02. Experience

Balancing fun, professionalism, and readability

We examined the previous brand identity of AAMS, then explored ways to create a new brand identity that would differentiate AAMS from other mediation services. It also needed to reflect their core mission and values. Throughout the iterative process, we went through multiple iterations of logo designs until refining to the final three.

The images below show examples of logo designs explored by the design team. After several rounds of redesigns based on client feedback, we were able to create three great logo designs which conveyed a clean and professional look.

Logo iterations from the beginning to end. The process naturally flowed starting from left to the right. Client feedback guided these logo design decisions.

Color palette

/ Foundations

HEX
#C3D8EA
CMYK
17, 8, 0, 8

R 195
G 216
B 234

SKY

HEX
#FFF6D2
CMYK
0, 4, 18, 0

R 255
G 246
B 210

BARLEY

HEX
#FBD563
CMYK
0, 15, 61, 2

R 251
G 213
B 99

NAPLES

HEX
#B5BD62
CMYK
4, 0, 48, 26

R 181
G 189
B 98

LIGHT OLIVE

HEX
#8EBD9E
CMYK
25, 0, 16, 26

R 142
G 189
B 158

NEPTUNE

HEX
#1C485C
CMYK
70, 22, 0, 64

R 28
G 72
B 92

RHINO

Typography

/ Scales

⬤ 03. Process

Finalizing Brand Guide

The final step of this process was to provide Athens Area Mediation Services with their finalized and polished style guide. The style guide includes typography, color palette, mockups, etc. This is a guide to steer the organization in the direction of cohesive design to increase pattern recognition in viewers and audience.

Credits

Management

Mark Franz
Project Manager

Nathaniel Berger
Account Manager

Creative Direction

Mark Franz
Creative Director

Caroline Murphy
Creative Director

Jabin Tasmin
Creative Director

Production

Abbie DeLong
Lead Graphic Designer

Rayne Crotty
Support Graphic Designer

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