Exogenesis Corporation was a geospatial data science startup with a technology platform that processed hyperspectral, multispectral, LiDAR, and SAR imagery for clients in agriculture, oil and gas, insurance, and mining. I built their complete brand identity and communications system from the ground up including logo, product branding, print collateral, presentation system, and a full website with original content strategy and copy.
The Challenge
The founder had a clear mandate: do not look like every other tech company. In an era of short two-syllable names and safe minimal branding, “Exogenesis” was deliberately unconventional. The name itself was a statement — and the brand needed to match it. The logo had to speak to what the technology actually did: observe the planet from space, analyze the natural world below, and find meaning in the data in between.
An equally important challenge was communication. Remote sensing and geospatial data science are highly technical disciplines. Every client-facing touchpoint needed to translate that complexity into language that non-technical decision-makers could understand and act on without losing credibility with the scientists in the room.
Brand Identity
The logo anchors the entire system. Purple was a differentiator in a space dominated by blues, and became the dominant brand color, with the rest of the palette built in grays to support metallic, white, black, and grayscale versions. The mark layers the natural terrain that remote sensing analyzes with the aerial vantage point above it, extending to the cosmic scale the name Exogenesis implies.
For typography I chose Exo, a geometric sans-serif built for a technological, futuristic feel without losing elegance. The name was serendipitous: a font called Exo for a company called Exogenesis. I also designed a separate logo for their flagship product, Gaia, a clean sci-fi logotype with a horizon curve that fit with the geospatial brand.
The Data as Visual Identity
The most distinctive decision of this project was using Exogenesis’ own processed data outputs as the visual language of the brand. Satellite and sensor data arrives raw, and then Exogenesis cleaned, normalized, and analyzed it to produce intelligence for their products. I took those outputs and composited and edited them in Photoshop to create imagery that looked like artwork. These images appeared throughout the website and print collateral, doing two things at once: expressing the brand and demonstrating the technology.
Collateral & Presentations
Print and presentation materials included business cards, letterhead, a conference brochure, course documentation, and a full PowerPoint template with geometric patterned backgrounds in the brand palette. Drawing on my background producing communications for government and defense clients, I built all of Exogenesis’ conference presentation decks and created technical diagrams to visualize concepts that were difficult to convey in words alone.
Website & Content Strategy
The website was built in Joomla with a Rocket Themes template, customized throughout with the brand identity and data imagery. The deeper work was content strategy. I defined user profiles for four audience segments: non-technical buyers, industry professionals, c-suite decision-makers, and technical users, and used those profiles to drive every information architecture decision.
To gather content, I conducted one-on-one interviews with subject matter experts inside the company, having learned early that email produced incomplete answers to complex technical questions. Drafts went to technical reviewers for accuracy, then to a copywriter for polish.
Brand Identity
Website
Brochure
