Uniform Sierra

This identity system was built as a visual and functional layer for Terac: a research tool for structured insights. Every element was designed to feel fast, opinionated, and built for people who think in questions.

SCOPE

Brand Redesign

TOOLS

My Approach

1. Created a brand noun list with the client: every object, idea, or metaphor that felt close to their ethos.

2. Explored rough sketches based on that list, focusing on vibe before polish.

3. Shared a final mark in grayscale (no color, no noise) to validate structure and logic.

4. Built out a full system with mark, color, and type once the core mark passed the test.

Explorations

The initial brand noun list when working with the client had words like sharp, atlas, globe, Epcot, dome, circular, spirograph, shield, lock, pillar, ring, chain, loop, lattice/loop, mesh. From there, I had a few sketch explorations for what I thought could be interesting.

Outcome

I designed and launched a brand identity system for Terac that made the product instantly recognizable. The new visual language helped establish trust with early B2B customers and framed Terac as a credible space for sharing insights and opinions.

COLLEAGUES

Duncan Mulgrew, CEO
Jeremy Frederick, CTO
Trevor Redpath, COO

Timeline

3 Months