Tallgrass Consulting Brand Identity + Web Development
A community-oriented data & strategy consultancy
Challenge
Tallgrass Consulting partners with social movement nonprofits to turn time and energy into results by crafting effective data infrastructure and processes.
Molly is the founder of Tallgrass Consulting, and a self-described “data nerd” and grassroots organizer. She needed a visual identity and online presence that resonated with the organizations Tallgrass exists to support. It was imperative for the brand to convey her vibrant and passionate mission.
Approach
After a research process to determine the ideal business name to stand out and embody the brand's values, I created a versatile logo with a well-matched color palette and typography system. Careful selection of photos and brand elements highlight the organic nature and joyful optimism of the mission. The web design was perfectly suited to speak to Molly's ideal clients.
Project Scope
Naming sprint
Brand strategy
Logo
Color and typography
Responsive web design
Brand guidelines
Logo
I designed a versatile system that allows the logo to shine no matter where it’s needed — from a large banner to teeny social media avatar.
The name “Tallgrass” honors the tallgrass prairie of the Molly's home in the Midwest where deep roots of indigenous perennials hold the soil together and prevent erosion. The custom wordmark features slender, upright characters like the waving grasses of the prairie. In the icon, grass stems bend together and extend below the horizon line, roots stretching deep into the earth.
Light Grass
Hex
RGB
CMYK
DFEED6
223, 238, 214
12, 0, 19, 0
Light Sunflower
Hex
RGB
CMYK
FEEBAA
254, 235, 170
1, 5, 40, 0
Grass
Hex
RGB
CMYK
5E943F
94, 148, 63
68, 22, 100, 5
Sunflower
Hex
RGB
CMYK
F9CE35
249, 206, 53
2, 17, 89, 0
Dark Grass
Hex
RGB
CMYK
172111
23, 33 17
73, 58, 77, 77
Prairie Smoke
Hex
RGB
CMYK
984B77
152, 75, 119
42, 82, 30, 6
Color
For the color palette, we drew inspiration from the native plants of the namesake prairies in the American Midwest. Saturated hues tap into Tallgrass’s brand value of ease and bring a sense of brightness and joy. As a consultant, Molly strives to help her clients see new possibilities in their work and their world, so we wanted the palette to feel joyful and organic.
Mailvien
Cooper Hewitt
PT Sans
Typography
My typographical choices support the professionalism and complexity of the brand, each serving a unique purpose.
Mailvien. Tall condensed letterforms echo the logotype’s verticality. Ligatures resemble bending grasses and seed heads in the solid yet whimsical display font.
Cooper Hewitt. A highly legible sans serif ideal for body copy, Cooper Hewitt continues the theme of uprightness seen in the display font and logotype.
PT Sans. Used for labels and subheadings, Humanist pen strokes feel warm and friendly while remaining easily readable.
