Storyline lab is my company for which I developed the name, logo and brand identity. Storyline Lab was chosen because it conveys narrative, flow, clarity and progression. It is about uncovering and expressing a story that can unfold across touchpoints (identity, experience, communication). It suggests purpose and continuity.

Lab was chosen as it signals experimentation, creativity, iteration - a place where ideas are tested, refined, and brought to life.

The name is also intended to point to UX/UI - the optimal way of taking a client on a journey that feels intuitive and rewarding.

For the logo, the serif font was chosen for its approachable feel and play on the individual letters - but it was important not to overdo the flair, and to make a strong, bold statement. The letters feeding into one another - and the shared ‘L’ was a concept derived early on, as being essential for demonstrating flow, fluidity, and connectedness.

The stark black and white colour scheme was intentional for maximum impact, and the injection of a golden yellow is used as an accent in order to draw attention with warmth and optimism.

When choosing the typeface, a contrast was sought for contrast with the logo - a clean sans serif that would communicate simplicity and clarity.

The primary colour scheme would remain black and white, but the other colours in the palette were chosen to carry through the themes of boldness, warmth, and confidence.

Case Study: Storyline Lab

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