Student project. Cloudlifter Media was not a client and did not commission this work. Coursework, Everett Community College.
Cloudlifter Media was a brand identity project for a fictional cloud media company that offered three services: media streaming, books, and films. The brief asked for a primary mark plus a sub-brand system that could stretch across all three without losing the parent identity.
The strategy
I wrote the creative brief first. Not because the assignment required it, but because a logo without a strategy is just decoration. The brief established the audience, the competitive landscape, and the requirements before any drawing started.
The mark
The primary logo combines a cloud form with a media play symbol. The cloud carries the brand name. The play triangle inside it signals media without being literal about which kind.
I worked through a simplified direction as well — stripping the mark down to see how far it could go before it stopped reading.
The system
The mark was built to work across light and dark backgrounds, which meant maintaining both variants from the start rather than inverting one later.
The sub-brands — CloudBooks and CloudFilms — each carried a modified icon inside the same cloud container, so the family read as a family on first glance. The system was built in Illustrator with proper color, black, and white variants for every mark.