Ariel Group—Merger Rebrand

formerly Ariel Group, Better Communications & The Barron Group

lead designer & 
art director—

brand identity,
strategy support

Ariel is a communication training firm for Fortune 500 companies. Our core concept, “True Influence” hinges on their passion to grow, shape and teach people to have presence and be impactful in a way that is authentic and appealing.

This idea, and their brand attribute “magnetic,” inspired a system around the idea that Ariel draws people in and then draws out their inner brilliance.

The wordmark functions dynamically. Whichever direction it is placed on a page, the ‘A’ always points upward, onwards, towards “true influence.”

The basic building blocks of the symbol and system—the arrow and dot—support an icon style and myriad of graphic and typographic devices.

Killed Concept:

Credits —

Brand Identity, Brand Strategy © 2017

Role: Design Lead & Art Director
Designer: Courtney Perets
Danielle DePiper
Strategists: Sarah Melnyk, Danielle DePiper
Creative Direction: Blake Howard, David Sizemore
Project Manager: Melissa Kruse
Studio: Matchstic

© 2021 Brit Blankenship