Brand identity system for a careers advisory firm

Creating the logo and brand identity to communicate the company message effectively. BEGUIDED provides careers coaching services. Led by Christina, they give career direction taking each student through the steps of getting accepted to their chosen university and career’s programme. The company name before BEGUIDED came to existence was The Careers Lab. The name felt ok but the logo was too lab-oriented missing it's purpose completely. The visual aspects of the whole brand were not communicated as they should. We tried to identify the check boxes the new logo should be ticking: contemporary, direct, made for digital use and social media. The process, which took around 3 weeks, went through all stages, from brainstorming to friend's and past client testing. What we understood we needed to portray was the state of a student or any person who looks on future plans. It feels like a maze, full of information but not knowledge. And someone with the right experience can get you out of; they can guide you. The logo was created based on the maze concept yet simple and modern. Along the logo and brand assets, I worked on stationary like letterhead, official letter templates, invoice template, business cards and other promotional materials such as flyers or tote bags.