The Challenge
As Art Director at ALCO Designs, I led the complete website modernization—defining the visual identity from the ground up. I designed 39 custom icons, evolved the brand color system, and art directed all photography to create a cohesive digital experience that positioned ALCO as a modern industry leader.
Partnering with Blacksmith, I drove both strategic creative direction and hands-on design execution.
Brand Evolution & Strategy
My approach centered on creating a flexible, modern visual system that could grow with the company. I modernized ALCO's existing blue, introduced a strategic green to expand the palette, and developed tertiary colors mapped to product categories—creating an intuitive color-coding system that improves navigation and strengthens brand recognition.
Every design decision was made to position ALCO as innovative, accessible, and professional.
39 Custom Icons
Designed a comprehensive icon system to create visual consistency across the site. Each icon balances clarity with brand personality, ensuring intuitive navigation and reinforcing ALCO's modern identity.
New Colors
Photography and Direction
Before and After
Launched September 2025, the redesigned website established ALCO Designs' modern digital presence and improved user experience across all devices.
Developed in partnership with Blacksmith.