extra: brand identity

creative, art direction, illustration

Extra is a new B2B2C platform that curates brand partnerships with select hospitality venues. Extra gives brands a unique opportunity to literally place themselves into the daily lives of potential consumers while simultaneously providing hotels and vacation rentals with exclusive amenity packages.

Coming up with a brand identity that had to be strong enough to stand on its own, but also stand side by side with a multitude of other products, posed a challenge. The solve was to create a system with a variety of visual brand elements that could be combined or layered in different ways. For example, when Extra needs to standalone its brand elements can work together to create a strong presence, or, on the other hand, Extra can feel quiet but confident when the brand needs to position itself alongside its partner products.

I created a hand-drawn series of lifestyle illustrations to evoke the feeling of travel, work, and leisure and help contextualize the brand/hospitality dynamic. I wanted them to feel hand-drawn and imperfectly quirky – an intentional departure from the pixel perfect vector icons that are saturating current brand identities.

Role: Creative, Designer, Illustrator

Studio: LMNOP Creative