Retro and Refined: OCEAN’s Brand Refresh
Orange County Executives and Networkers, or OCEAN, is the brainchild of speaker, mentor, and marketer Todd Herschberg, and in short, was in need of a refresh that captured his professionalism and style.
Our designer Miguel spearheaded OCEAN’s brand refresh for something timeless yet captivating… Let’s dive into Miguel’s creative process. (Get it? Dive? Because OCEAN?)
Framing the Project
“Todd was open to any creative direction we provided, casually mentioning that he originally designed the logo 20 something years ago—at midnight, on a whim. His main request? Keep the acronym and captivate his personality/essence of community.”
Moving Forward
“The goal was to create a cohesive system that translates seamlessly across all platforms—something eye-catching and polished without feeling overly abstract or forced. The previous logo had put in the work, but it wasn’t quite keeping up with the organization’s growth. This redesign needed to match its evolving impact.”
Finding Inspiration
“I drew inspiration from the bold, timeless corporate logos of the 1960s—think Paul Rand—with a playful wink of camp. Interlocking elements, a balanced yet vibrant color palette, and smart use of figure-ground relationships helped shape the final design.”
Adjusting the Color Palette
“I wanted to honor the original color story while giving it a well-deserved glow-up. The blue and yellow stayed but with a more refined, intentional feel.”
And the final result?
“Well, I love it (because I made it, obviously—but also because it works). More than anything, I enjoyed developing the brand standards and guidelines—building an entire system from a single icon and watching it evolve into a logomark, patterns, typography, and beyond.”
So what do YOU think? Do you love OCEAN’s brand refresh as much as we do?