Siegel+Gale Employer Value Proposition

Art direction, graphic design

💁‍♂️: Elizabeth Beymer (Copy), Brice McGowen (Mentor & Critique)

“At the crossroads of logic and imagination”

As a design intern at the NY office of brand strategy firm Siegel+Gale, I was tasked with building a design direction for their EVP as a side project, which I presented to the executives.

The goal of my direction was to create a system where the internal environment reflects the external. Some employees felt comfortable in their teams but distinct from S+G. Simplicity is central to the firm’s work and the tasteful minimalism here extends the brand’s emotivity. The star of the show is white space: it conveys brightness, optimism, opportunity and polish. This lets the type shine and helps the voice come through.