My Role:
Senior Art Director
Photo Art Direction, Hero Art, Color Palette Development
Year: 2021-2022
Client: Message Lab
Account: Elastic
Elastic is a company known for open-source search and observability solutions, with its flagship product, Elasticsearch. They help businesses search, analyze, and visualize large volumes of data, with solutions widely used in enterprise search, log analysis, and application performance monitoring.
Elastic was preparing to launch a new blog that needed distinctive art direction to stand out in the crowded digital space.
What developed was a pop icon-style aesthetic—bold, vibrant, and iconic—to make the blog visually striking and memorable. The goal was to establish a style that was instantly recognizable, engaging, and distinctly different from the typical, corporate designs often seen in the tech industry, imbuing the blog with a unique personality.
In addition, the client sought direction for a series of hero art to accompany blog posts written by the MessageLab team. These visuals would abstractly distill complex ideas into simplified forms, using minimalist shapes, vivid colors, and dynamic iconography. The aim was to communicate themes like data, innovation, and technology in a fresh, artistic manner while staying true to Elastic’s cutting-edge, forward-thinking brand. These images struck a balance between abstraction and clarity, creating visuals that were not only visually compelling but also accessible and resonant with a broad audience.
