Greenfield Geotechnical is a geotechnical engineering firm based in Portland, Oregon that specializes in earthquake analysis and foundational hazard safety. The company’s current brand is very simple and all lies in a simple dinosaur favicon. To bring this imagery to the forefront, and create a visual identity that stands out from other geotechnical firms in the area, my colleague, Cooper Hendershott, and I collaborated on a brand that truly emcompasses Mike Greenfield’s reliability and care for his company.
Slides from the Greenfield Geotechnical brand deck
Giving Greenfield Geotechnical a bright and colorful visual identity was a risk we took while creating Mike’s rebrand, as most scientific firms stick to a simple and informative look. Focusing on the elements he already established and giving them a new life, the colors came together to support a cohesive look. Every aspect connects to bits and parts of geotechnical engineering and the company’s mission to “push the science.”
“Leave behind” pamphlet containing information about Greenfield Geotechnical
We based the visuals on stratigraphy and the hexagonal columns of the Columbia River Basalt Group in Oregon. Cooper created patterns connecting back to Mike’s four main focuses of the company that introduced these hexgonal forms, and imagery resembling seismic waves. I chose a bold color palette that also connected to each part of the company. Patterns created to represent Greenfield Geotechnical, earthquake engineering, geotechnical engineering, and research.
As a company that regularly conducts business with the public, it was necessary for Mike to have things like business cards and a letterhead to go on formal correspondences. I created a few mockups with things that his company would typically use, along with a Carhartt jacket that Mike or his employees would potentially wear on a jobsite.
Mockups of an embroidered jacket, business cards, and letterheads