MTG. A brand the team makes things with.
Brand identity refresh, 103-page brand guidelines, brand films and a Brand OS with an AI Kit for MTG (Magna Technology Group), an applied AI and Salesforce partner in Brooklyn. One arrow runs the whole system. First message to a full brand system in 14 days.
Brand guidelines
103 pages in 12 chapters: strategy, platform, messaging, voice, logo, colour, type, graphic system, imagery, social, partners and Brand OS.
An AI partner that still looked like a small Salesforce shop.
MTG helps enterprises put applied AI and Salesforce to work. The company had grown from Magna Marketing into a Salesforce Crest partner with AI expertise, but its look was generic partner blue. The brief asked for a brand that reads as an enterprise-grade AI transformation partner, without stock people, glowing lines, particles or gradients. A small marketing team needed posts, decks and documents every week.
Look enterprise-grade to VP-level buyers in Marketing, Sales, Ops, Engineering and IT, with one shared system.
Solid, technical, tangible, outcome-based. A builder mentality without fluff.
Keep the logo. Modernise red and navy. Every colour pairing accessible. Proof before decoration.
A brand the team can use on day one, and keep using without a designer in the room.
The logo
The wordmark stays. The arrow goes live in Go-Live, with four details nobody else has, four versions and clear rules for every background.
MTG makes AI and business systems work for your business, starting with one workflow.
The brand idea, drawn in the arrow: a curve that turns a messy line into a direction.
The line every piece ends on.
A visible method buyers can follow.
Look like the safe choice, work like the builder. Refined, never distant.
Colour and type
Go-Live leads, Backend carries, infrastructure neutrals hold it up. Geist and Geist Mono set the numbers first.
Five decisions, and what I rejected.
- 01The logo stays, the arrow goes live
People already know the MTG wordmark, so I kept it and gave the arrow a new colour, Go-Live. That arrow became the source of the whole system.
RejectedA new logo from scratch.
- 02One shape runs everything
The flat top, the shoulder curve, the 55 degree cut and the landing tip drive the 21 patterns, the layouts and the motion.
RejectedGlowing lines, particles and gradients, the look every AI competitor uses.
- 03Numbers before adjectives
Geist for everything people read, Geist Mono for labels and data. Posts and decks lead with the number and keep the words short.
RejectedStock photos of people and marketing adjectives.
- 04Every colour pairing measured
The old red on navy failed contrast at 2.32:1. The new palette has a WCAG 2.2 pairings chart, so nobody has to guess.
RejectedA palette picked by eye.
- 05The brand as a tool
Brand OS turns the guidelines into studios the team uses: Logo Studio, Pattern Lab, Social Studio, Photo Library, Image Grader and an AI Kit that writes in MTG's voice.
RejectedA PDF that every post has to wait on a designer for.
The arrow system
21 patterns, all built from the arrow and named for the work MTG does. A generator makes new ones on demand.
Imagery
Four photo families and one grade, MTG Night. Eight looks for different jobs, and an Image Grader that applies them in one click.
Social media
Post families, carousels and motion posts. One idea per post, one visual, a big type hierarchy.
Brand OS and AI Kit
The guidelines as a private portal. Change the words, export every size. The AI Kit writes in MTG's voice and fills the template.
What was broken, and what I built to fix it.
A brand that feels like MTG, but aspirational.
MTG went from first message to a full brand system in 14 days. Leah presented it to the owners, who were speechless in the best way, and the team made its own posts the day after the reveal. Now the team opens one link, picks an approved post, changes the words and downloads it.
Arrow, colour, type, 103 pages.
21 patterns, brand films, GIFs.
Studios, photo library, voice check.
“I am absolutely blown away by your work. You captured the essence of MTG, what we stand for, and gave us a brand that feels like us, but aspirational. So impressed with your work. Just WOW.”
Want this for your brand? 3 quick taps, a fixed-price proposal in 2-8 hours.
