IEL
Defining the North Star of impact fund evaluation. Bringing clarity, rigour and expertise to the market.
Project type
Branding, Art Direction, Design System, Web Design
The Setup
I was invited to collaborate with IEL to help them shape their new identity and platform. Our goal was to bring light and become the reference, the north star, within the fund evaluation landscape. A strong positioning and statement from a new company that wants to shake the industry with its excellence and transparency.
The Task
To help IEL achieve their goal, we started by understanding and tightening their vision, values and personality. From there, we crafted a visual identity that aimed to be bold but clear. One that could hold the test of time and, by its excellence, also become a standard in the fund evaluation market. From brand and visual design to platform and design system, we did it all, creating this way, the much-needed harmony and coherence required to become more than just another brand.
Role Overview
As Art and Design Director, I led the translation of IEL’s brand positioning and vision into a clear and tangible digital expression. I defined a design language tailored to their ambitions. I collaborated closely with their technical partner, Jose Luis Peña te Winkel, to develop and deliver the digital platform and its system. From early concept and prototyping to a fully deployed, fully functional product.
Client
Impact Evaluation Lab
Year
2025
