Shift Technology, undergoing a major brand refresh, needed a new set of custom icons to set them apart in the market.
Research & Planning
In parallel with the major brand refresh, I art directed the creation of an entirely new and unique icon library. Gathering references and examples in the current market space as well as visual inspiration from other tech and design sectors, I reviewed options with our Head of Design, CMO and CEO.
Design & Prototyping
I sketched out a preliminary set of icons to serve as our base and guidelines for scaling up the collection. Then, I managed and directed a freelance illustrator to create dozens of additional icons based on our current — and projected — marketing needs.
Searchable icon matrix
In addition to developing this icon collection, we wanted to make sure it was available and scannable for other folks in the organization. To that end, we created a searchable icon matrix inside a Google Sheet. Inside, every icon is available to preview with a link to direct file locations — we also included "uses" and "exemption" text lists as well as a link to a request form allowing anyone to ask for new icons at any time.
