Freelance Project
September 2023
Benbria
Redefining Benbria’s corporate identity to separate product from company — without losing recognition.
Benbria needed to establish a distinct corporate identity that separated the parent company from its flagship product, Loop, while still maintaining brand equity and consistency. The challenge was to create a modernized identity system that balanced innovation with recognition — all within a 4-week sprint from initial briefing to final implementation.
Role: Lead Brand Designer
Timeline: February 2023
Brand Positioning
Creative Direction
Identity Design
Brand Management
Typography
The Process
Discovery & Research
Audited the existing identity and brand equity
Defined what to preserve vs. what to evolve for corporate–product differentiation
Concept Development
Explored multiple logo directions balancing recognition with modernity
Created a visual language that clearly distinguishes corporate from product
Design Execution
Built on Helvetica with custom angular letterforms for a modern, professional aesthetic
Reduced palette from 8 to 3 core colors (green + grey neutrals) for clarity and focus
Incorporated a refined infinity loop — drawn from Loop’s legacy mark — ensuring visual continuity while reinforcing corporate distinction.
The Solution
The final identity system positions Benbria as a forward-looking corporate brand with a clean, flexible, and professional design language. While it modernizes the corporate presence, it also maintains continuity with past brand equity, and clearly differentiates the company from its product line.
The Impact:
Clarified the distinction between Benbria (corporate) and Loop (product), supporting stronger brand positioning.
Reduced complexity and improved usability with a simplified 3-color system.
Preserved key elements of recognition, ensuring continuity for existing audiences while modernizing for new markets.
