“Generative Overlap” Website Banner

PROJECT TYPE:
WHEN:
TOOLS:

spec work
2022
Adobe Photoshop, Illustrator

Cooperation and synergy are at the heart of the visuals for this campaign. This campaign project works with a company’s existing branding to combine Web Development and Web Design departments into a new, unified onboarding process. 

Similarly sized elements, a graphic “kit of parts”, and the guiding concept of “generative overlap” create a flexible new system for this campaign.

This playful design case study depicts dynamic relationships, clean geometry, and cross-functional collaboration. Deliverables included a new website banner and newsletter header.





Through paper, I diagrammed out imagery that communicates exchange, collaboration, and generative work between groups.


I gravitated to the imagery of two overlapping circles that created a new third space between themselves, similar to a Venn diagram. I also saw interesting potential in that the circles were non-hierarchical and could easily be contrasted alongside other geometric shapes.




The concept of additive mixing from color theory also reinforced the spirit of the brief. When working with additive color, like in the case of colored lights, overlaps result in an additive effect of having a lighter resulting color in the joined space. This concept represents the new combined, additive space being created for the two previously separated departments of Dev and Design.  By softening the outline of the circles into more organic shapes, I was able to suggest a more creative and freeflowing relationship between the different elements instead of a 1:1 mirror image.