Hello Comrade approaches Night & Day as a visual system built on contrast.

The name reads tall and assertive, set in condensed type that’s reminiscent of gig posters. Color is all about fluorescent pink colliding with lime and lemon, stacked like a simplified Venn diagram of time and energy. The circles function as abstract markers rather than icons. Where competitors shout benefits, Night & Day speaks in rhythm and restraint. Anyone suddenly thirsty? 

Spencer Woolcott, Creative Director at Hello Comrade, discusses the design process below.