FalkHarrison
Brand Identity, UI/UX
Brand Identity, UI/UX
2026
BRAND IDENTITY
Creative Intelligence™ is the curious mindset that drives FalkHarrison. It’s the guiding force behind every decision, creating work that is equal parts beautiful and strategic; exploratory yet structured.
At its core, Creative Intelligence™ reflects the ever-evolving nature of design: a process fueled by interaction, iteration, and collaboration. Every creative choice is grounded in strategic thinking that takes something amorphous and makes it concrete.
The Creative Intelligence™ sub-brand needed to embody that same dynamism. Rather than relying on a particular mark or motif, it expresses itself through experience. Motion is used to portray the flow of design—transforming ambiguity into clarity, and oscillating between the two. Interactive elements come to life by responding to the user’s actions and enhancing the overall experience; mirroring the collaborative journey clients take with FalkHarrison.
Ultimately, the identity reflects the balance at the heart of design: creativity and intelligence in constant dialogue, each essential to the other.
At its core, Creative Intelligence™ reflects the ever-evolving nature of design: a process fueled by interaction, iteration, and collaboration. Every creative choice is grounded in strategic thinking that takes something amorphous and makes it concrete.
The Creative Intelligence™ sub-brand needed to embody that same dynamism. Rather than relying on a particular mark or motif, it expresses itself through experience. Motion is used to portray the flow of design—transforming ambiguity into clarity, and oscillating between the two. Interactive elements come to life by responding to the user’s actions and enhancing the overall experience; mirroring the collaborative journey clients take with FalkHarrison.
Ultimately, the identity reflects the balance at the heart of design: creativity and intelligence in constant dialogue, each essential to the other.
Design is a process in constant motion, one that moves between play and precision.
Design is a process in constant motion,
one that moves between play and precision.
Design is a process in constant motion, one that moves between play and precision.
It often begins with a blank canvas or a collection of disparate parts, shaped by a series of informed choices that gradually bring balance and meaning into focus. Along the way, new perspectives, shifting goals, and unexpected ideas challenge that balance, reminding us that the best design processes are those flexible enough to evolve—and stronger because of it.
Capturing that sense of fluidity became the project’s north star. A supergraphic was developed to embody the rhythm of design itself: expanding and contracting, coming in and out of focus as ideas take form. It reflects the designer’s journey—one marked by iteration, discovery, and moments of both doubt and breakthrough.
Visually, the supergraphic supports, rather than competes with, the message. Just as FalkHarrison supports their clients, the supergraphic is always working in the background and never the center of attention. The two brand colors, Coral Red and Navy Blue, act as visual metaphors for creativity and intelligence. Red evokes emotion, energy, and artistic intuition; blue conveys logic, structure, and order. When the two interact—as in Creative Intelligence™—they create a balance that is imaginative yet grounded.
It often begins with a blank canvas or a collection of disparate parts, shaped by a series of informed choices that gradually bring balance and meaning into focus. Along the way, new perspectives, shifting goals, and unexpected ideas challenge that balance, reminding us that the best design processes are those flexible enough to evolve—and stronger because of it.
Capturing that sense of fluidity became the project’s north star. A supergraphic was developed to embody the rhythm of design itself: expanding and contracting, coming in and out of focus as ideas take form. It reflects the designer’s journey—one marked by iteration, discovery, and moments of both doubt and breakthrough.
Visually, the supergraphic supports, rather than competes with, the message. Just as FalkHarrison supports their clients, the supergraphic is always working in the background and never the center of attention. The two brand colors, Coral Red and Navy Blue, act as visual metaphors for creativity and intelligence. Red evokes emotion, energy, and artistic intuition; blue conveys logic, structure, and order. When the two interact—as in Creative Intelligence™—they create a balance that is imaginative yet grounded.
Crafting the new Creative Intelligence™ identity called for a reexamination of the brand’s typeface.
Crafting the new Creative Intelligence™ identity
called for a reexamination of the brand’s typeface.
For years, FalkHarrison was represented by Goudy: a classic, timeless serif typeface characterized by gentle calligraphic details. Designed over a century ago, Goudy’s tone emphasizes heritage. And while that legacy remained important to the team, the typeface ultimately felt too distinctly vintage. It lacked versatility in weights, and having been created long before the advent of the computer, it was never optimized for screen. That’s when we met Lora.
Lora is a contemporary serif typeface designed by Cyreal. Available via Google Fonts, this variable typeface performs equally well across digital and print applications. It builds off of traditional serif typefaces like Goudy but with a sharper, less calligraphic anatomy and reduced contrast between thick and thin strokes. Lora’s personality is decisive yet playful; brackets unexpectedly alternate between hard-edged and rounded. The buck-toothed arm of the capital “F” feels imperfect and somehow endearing. This dignified yet lively personality mirrored Creative Intelligence™ perfectly.
To support Lora, Gotham was introduced as a complementary sans serif. While Lora anchors key moments, Gotham provides clarity and consistency in supporting roles that brings versatility to the overall system.
For years, FalkHarrison was represented by Goudy: a classic, timeless serif typeface characterized by gentle calligraphic details. Designed over a century ago, Goudy’s tone emphasizes heritage. And while that legacy remained important to the team, the typeface ultimately felt too distinctly vintage. It lacked versatility in weights, and having been created long before the advent of the computer, it was never optimized for screen. That’s when we met Lora.
Lora is a contemporary serif typeface designed by Cyreal. Available via Google Fonts, this variable typeface performs equally well across digital and print applications. It builds off of traditional serif typefaces like Goudy but with a sharper, less calligraphic anatomy and reduced contrast between thick and thin strokes. Lora’s personality is decisive yet playful; brackets unexpectedly alternate between hard-edged and rounded. The buck-toothed arm of the capital “F” feels imperfect and somehow endearing. This dignified yet lively personality mirrored Creative Intelligence™ perfectly.
To support Lora, Gotham was introduced as a complementary sans serif. While Lora anchors key moments, Gotham provides clarity and consistency in supporting roles that brings versatility to the overall system.
For years, FalkHarrison was represented by Goudy: a classic, timeless serif typeface characterized by gentle calligraphic details. Designed over a century ago, Goudy’s tone emphasizes heritage. And while that legacy remained important to the team, the typeface ultimately felt too distinctly vintage. It lacked versatility in weights, and having been created long before the advent of the computer, it was never optimized for screen. That’s when we met Lora.
Lora is a contemporary serif typeface designed by Cyreal. Available via Google Fonts, this variable typeface performs equally well across digital and print applications. It builds off of traditional serif typefaces like Goudy but with a sharper, less calligraphic anatomy and reduced contrast between thick and thin strokes. Lora’s personality is decisive yet playful; brackets unexpectedly alternate between hard-edged and rounded. The buck-toothed arm of the capital “F” feels imperfect and somehow endearing. This dignified yet lively personality mirrored Creative Intelligence™ perfectly.
To support Lora, Gotham was introduced as a complementary sans serif. While Lora anchors key moments, Gotham provides clarity and consistency in supporting roles that brings versatility to the overall system.
New technologies allow for a more thorough, more creative brand expression.
New technologies allow for a more thorough,
more creative brand expression.
With the introduction of Artificial Intelligence, brands are able to express themselves more completely than ever before. Our team experimented with AI tools like Midjourney and Runway to create branded assets that were both visually and thematically consistent with Creative Intelligence™. Imagery could be tailored to support specific messages, then quickly translated into motion.
AI enabled a level of control that wasn’t previously possible: fine-tuning colors, textures, materials, and mood with intention. Every asset was carefully curated, allowing the brand to show up as a more cohesive, immersive experience across mediums.
For years, FalkHarrison was represented by Goudy: a classic, timeless serif typeface characterized by gentle calligraphic details. Designed over a century ago, Goudy’s tone emphasizes heritage. And while that legacy remained important to the team, the typeface ultimately felt too distinctly vintage. It lacked versatility in weights, and having been created long before the advent of the computer, it was never optimized for screen. That’s when we met Lora.
Lora is a contemporary serif typeface designed by Cyreal. Available via Google Fonts, this variable typeface performs equally well across digital and print applications. It builds off of traditional serif typefaces like Goudy but with a sharper, less calligraphic anatomy and reduced contrast between thick and thin strokes. Lora’s personality is decisive yet playful; brackets unexpectedly alternate between hard-edged and rounded. The buck-toothed arm of the capital “F” feels imperfect and somehow endearing. This dignified yet lively personality mirrored Creative Intelligence™ perfectly.
To support Lora, Gotham was introduced as a complementary sans serif. While Lora anchors key moments, Gotham provides clarity and consistency in supporting roles that brings versatility to the overall system.
WEBSITE REDESIGN
After establishing a new brand identity, the company website was the first thing that needed updating.
While updating the website to reflect the new brand identity was the obvious task at hand, the team also wanted to overhaul the site’s usability and overall user experience while doing so. The team kept three things top-of-mind in order to accomplish this:
It’s all about the work
Users should be able to see our work quickly, easily, and by going through the least amount of doors as possible. Anything that hindered users from doing so needed to be removed.Modular design system
The site’s design would need to be able to accommodate future updates. New projects would be uploaded every quarter, so the team needed to create a design system that was easy to update and add on to.Modernize everything
FalkHarrison’s website was last updated over a decade ago. The work was old, the presentation was old, and the way the company positioned itself was old. Everything needed to be brought up to 2026 standards, from the way work was presented to the way we presented ourselves.
While updating the website to reflect the new brand identity was the obvious task at hand, the team also wanted to overhaul the site’s usability and overall user experience while doing so. The team kept three things top-of-mind in order to accomplish this:
It’s all about the work
Users should be able to see our work quickly, easily, and by going through the least amount of doors as possible. Anything that hindered users from doing so needed to be removed.Modular design system
The site’s design would need to be able to accommodate future updates. New projects would be uploaded every quarter, so the team needed to create a design system that was easy to update and add on to.Modernize everything
FalkHarrison’s website was last updated over a decade ago. The work was old, the presentation was old, and the way the company positioned itself was old. Everything needed to be brought up to 2026 standards, from the way work was presented to the way we presented ourselves.
6
pages removed from previous iteration
8
menu items removed from previous navigation
8
menu items removed from previous navigation
AI
was introduced to create on-brand project mockups
