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The American Society of Mechanical Engineers (ASME) promotes the art, science & practice of multidisciplinary engineering around the globe. 


In 2021 ASME launched Metrix an integrated events and content platform for engineers and technical professionals focused on digital transformation in industries from aerospace and automotive to energy, medical, and more. They came to us in need of a simple and evocative brand that would resonate with the professional community and set Metrix apart from ASME.

Impressively, we were able to craft three distinct ideas, gain client buy-in, and quickly deliver comprehensive brand guidelines – all within two weeks from briefing.

Creative Director:
Russel Suthers

Art Director & Designer:
Tanya Mangone

Metrix hosts content, events and expertise, making it the perfect host for ideas. This concept positions Metrix as a friendly, inclusive and tangible place for innovation. Drawing inspiration from these characteristics, I developed a human-centric brand, characterized by bold colors and a tech-savvy aesthetic. The design incorporates black and white portraits on vibrant green, blue, or yellow overlays — while the logo is seamlessly integrated, providing a graphic treatment that conveys flexibility, fosters conversation, and encourages the exchange of ideas.


Brand Guidelines


Creating the Metrix Brand 
A host of ideas


Other routes explored for the brand

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