erin_lee_@outlook.com
(415) 726 8527
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About me!
Avanti Brand and Website Refresh
In the fall of 2025, I served as the Web Design Intern at Avanti Content Co. A major focus of my internship was working on an internal brand refresh, which included shortening the name of the company to Avanti and updating the brand’s logo and website, as well as other digital assets like pitch decks, social media materials, and creating a set of icons.
Avanti’s Content and SEO strategist, Maggie Sullivan, and I talked about Avanti’s mission to help B2B companies create clear branding and messaging. From this, we decided on keywords and differentiators that the Avanti brand should reflect – words like nimble, bureaucracy-free, partnership, and trust; and ideas, such as content-first focus and industry fluency in complex fields.
Looking at the original logo, some of these words and ideas were reflected. For example, we found the arrow integrated into the letter “a” was strong and effectively conveyed the idea of moving forward, but this “a” was only used in the favicon version of the logo. I started off with the arrow integrated into the ”a” in my logo experimentations, playing around with how to integrate the arrow into the “a” and how many arrows to use. I also investigated alternative fonts, as well as use of italics, to further the idea of progress, motion, and speed.
In the end, we settled on the logo and alternate logos presented below. I then proceeded to work on a new visual language to accompany the logo refresh. We decided arrows should be a key graphic element, so I created several versions that could be used in different media depending on the amount of arrows needed. I used those arrow elements to guide my icon creation. All of these elements were then applied to a preexisting Avanti Squarespace website, which was then updated to match new brand guidelines.
Illustrator, Photoshop, InDesign, Squarespaace
Maggie Sullivan
Avanti
Logo Experiment Presentation
Website Redesign
Icon Set
Business Cards