Finding a brand in the dark
Creating the brand for LateShift went through a few iterations, and nailing the perfect logo meant doing a lot of research. LateShift itself had no specific or direct competitors, but my team was tasked with looking around in similar spaces—student and bank loans, debt consolidation, and collection agencies to name a few—and finding what was working.
Collaborating with the business team, we eventually focused on a mark that focused on time, using a clock and its surrounding negative space to create a clean, sleek look that would adapt well to the neon look of a night shift.
Establishing a new, electric feel gave us a lot of room to explore the branding in a new light. While most startups were striving toward an agnostic, clean feeling, we would attempt to show that working "the late shift" would open the intended audience to new adventures.
We established an illustation style early in to support the initial rounds of stock photography that would be used. It heavily featured a cool, neon color scheme that stood out well on a pure black or white background, allowing an easy switch between themes of day and night.