I led the full visual identity rebrand of Level, transitioning it from its former home on Medium to a fully independent platform. The goal was to evolve the brand visually while honoring the voice, tone, and community it had built over time.
Challenge: Level needed a new identity that felt distinct and self-sustaining without losing the cultural credibility and trust it had earned. It was critical to strike a balance between clean design and layered storytelling, strength and approachability.
Solution: I created a new logo, updated the color system, introduced refined typography, and designed a fresh site interface that felt modern, editorial, and grounded. The final identity is bright but not poppy, eclectic but not quirky, crafted to make users feel secure, seen, and on solid ground.
Role: Design Lead
Team: PureWork Studio
The new logo embodies Levelman’s essence of sophistication and approachability. Designed to resonate with the target audience of modern men seeking balance in life, the logo employs a bold yet clean design. The minimalist approach ensures it’s versatile across various digital platforms while maintaining a distinct identity. This redesign reflects a balance between masculinity and modern sensibilities, capturing the brand’s mission.
The updated color scheme balances a mature, neutral palette with vibrant accent colors that symbolize growth and creativity. Warm tones, such as deep greens and muted greys, create a professional and grounded feel. The typography was carefully chosen to maintain readability while enhancing the brand’s character, with a mix of bold headers and clean body fonts that convey both authority and approachability.
One of the primary goals of the rebrand was to create consistency across all touchpoints. From social media profiles to newsletter designs and article graphics, the new visual identity reflects Levelman’s evolution. Custom imagery and iconography were developed to align with the new tone, highlighting the brand’s focus on modern masculinity, personal growth, and lifestyle improvement.
Brandon Douglas @2025