TerraFirma - 2021
Working with the AIGA under the supervision of Alberto Rigau this studio focused on collaboration with Puerto Rican start-ups to suggest and guide their brand direction. TerraFirma is a landscape data visualization software-as-a-service company focused on disaster mitigation. This project included a full-scale rebrand of their company, various marketing strategies, product mock-ups, and UX web design that communicates the complexity and depth of their software while also highlighting their beautiful and organic maps.
Brian Sekelsky,
Amanda Williams,
Brogan Williams,
Jacob Williams
Collaborators
Web UI Proposals
UX/UI improvements to Terrafirma's website introduce a strong narrative of the company's origin, mission, and passion while creating a legible interface where users can quickly understand the scope of both the software and its services. Interactive widgets and assets on Terrafirma's homepage tease the capabilities of the software, while also allowing users to test different applications and find services that work for them. A new icon system within the full-service product, based on the geometry present in the logo, makes the software more navigable and easy to use.
It was immensely rewarding to design for a company that aligns so closely with my values: autonomy for users in visualizing their landscape, and the development of rigorous tools that can help mitigate the disastrous effects of climate change. It was clearly communicated to our design team that this studio project was just an exercise and that Terrafirma would likely not be using our branding package. But shortly after our final presentation to the company, they began utilizing the logo we designed and other key graphic elements publicly. I'm grateful to Alberto Rigau, Terrafirma, and my brilliant collaborators for their tireless efforts in making this vision come to life.
For text treatments, we wanted something professional while also demonstrating flexibility and character. Degular was formal enough to appear professional, but its subtle and drastic curves are unique and attention-grabbing.
Typography
To compliment their new logo and brand, we also reworked their app's icon system. The same grids and geometry make these icons feel cohesive, and give the confident, authoritative impression TerraFirma needed.
Iconography
Expanded Branding
These are just a few of the many mockups and identity features we worked up for TerraFirma. I chose to show these because they show how the motifs of the logo can be expanded into other forms. The right angles from the logo are tilted and filled with glimpses at their gorgeous maps. The treatment on their stationary looks good too, with an expanded color palette.
New
Old
Logo
TerraFirma wanted a logo to show that it could compete in a competitive tech environment while staying true to the spirit of its mission. The software is innovative and utilizes gorgeous landscape data visualizations: building on this approach, we created a logo showing modular parts in colors, inspired both by the software and Puerto Rico's diverse landscape.