PureWow

Logo Redesign & Brand Identity

Brand Identity · Visual Design · Logo Design · Creative Direction · Brand Strategy

Modernizing PureWow’s visual identity through a comprehensive logo redesign, creating a more sophisticated, expressive, and versatile brand system designed to evolve across digital platforms, social channels, and future applications.

The Challenge

PureWow’s existing logo no longer fully reflected the brand’s evolving identity and lacked the flexibility needed across an expanding range of digital platforms and content channels.

What began as an initiative to develop a standalone logomark revealed the need for a broader identity refresh, balancing brand recognition with a more contemporary aesthetic and long-term scalability.

My Role

I collaborated with the design team on a six-month logo redesign initiative, exploring typography, letterforms, and visual concepts to modernize PureWow’s identity while preserving its recognizable personality.

The process included iterative design exploration, wordmark refinement, and the development of complementary logomarks optimized for different formats and applications.

Outcome

Delivered a modernized PureWow logo and a flexible identity system consisting of three complementary marks, designed for consistent use across digital platforms, social media, and branded applications.

The redesigned identity established a more cohesive, adaptable visual foundation to support PureWow’s continued brand evolution and growth.

Challenge

Redesign the original PureWow logo: to reflect our current branding, to be optimized across all content channels and devices with the addition of a logomark, and to continue to evolve and scale with our brand over the next 5-10 years.

Process

A few process iterations of the logo and logo marks. The "P" and "W" from the old logo did not translate well into a "PW" logo mark, which proved the need for an entirely new design. We experimented with keeping the script as a base and redefining the stroke vs. a completely different approach with a serif.