Mark

When Ellis approached us, they weren’t looking for a complete rebrand. They already had a strong idea at the heart of their identity, with an American flag subtly embedded within the wordmark. Our challenge was to expand that idea into a system that could support marketing, social, print, video, and digital experiences. Rather than starting over, we looked for ways to push what was already working. We simplified parts of the wordmark and explored how the flag hidden within the logo could become more than just a logo. By creating both horizontal and vertical lockups, we were able to emphasize different parts of the flag and build a more flexible system that could adapt across formats while remaining instantly recognizable.

Grid

As we expanded the flag, we became interested in its underlying structure. The stripes and proportions naturally evolved into a modular grid system that could guide layouts across social, web, and print. What started as a detail inside the logo became a practical framework for organizing content, creating consistency across touchpoints while giving the brand room to grow.

Colors

The color palette was inspired by the Statue of Liberty itself. Originally copper, the statue gradually transformed into the oxidized green we recognize today. We used that evolution as a metaphor for the immigration process. Copper represented applications in progress, while green signified completion, confidence, and a new chapter. We even explored how the weathering process could help communicate renewals, expiring statuses, and moments that required attention.

Patterns

To further expand the system, we developed a family of patterns inspired by Ellis Island and the journeys that pass through it. Built from the same grid principles found within the logo, the patterns created a distinct visual language that could flex across campaigns, visa types, social content, and printed materials while remaining connected to the core identity.