2022
Alchemy Group
Brand Design
Motion Design
Illustration Design
The Alchemy Group brings decades of combined knowledge, experience, and expertise in HR, benefits, and compliance to brokers and clients to help them transform their employee benefits programs. They combine dedicated resources to create and deliver top-notch programs with innovative products and services. Its mission is to enhance benefits satisfaction while helping employers improve their programs and reduce costs.
Moodboard
The initial idea “Helping countless businesses, regardless of their scale” came from Creative Director and Vice President of the employer services department. The branding concept is deeply rooted in our mission, which aims to support businesses of all sizes. Deep navy and gold were inspired by the word “Alchemy” implying magic and profound wisdom.
I took the initial vision from them and incorporated dot elements in a clear hierarchy. Varied sizes open to convey a sense of boundless potential. Each dots mean a spectrum of audiences.
Visual System Development
With 8 services Alchemy provides for employers, the illustration style is expressive and comes from systematic reasoning. It translates abstract terms surrounding benefits and compliance into visually accessible forms. I executed distinct patterns for each service, simplifying complex terminology for enhanced comprehension. Each color represents complementary expression of their system.
Team Collaboration
I collaborated closely with the creative director in conceptualizing a tab-based service system, drawing inspiration from the elemental elegance of chemical symbols. These elements were thoughtfully integrated into our sell sheets, adding a touch of sophistication to presentation, and launch teaser.
Video with Impact
My goal was to engage the audience by making complex terms more accessible while also ensuring an enjoyable experience through captivating abstract illustrations. The addition of energetic beats brought the messages to life, enhancing the overall impact. It was particularly rewarding to animate the dynamic movement of each dot, adding a sense of rhythm and vibrancy to the visuals.