Left Lane Ventures
Left Lane Ventures
Michael Pink, the Founder & President of Left Lane, approached us seeking branding and website design and development services for his company. Left Lane Ventures specializes in the development of boutique mixed-use multifamily urban infill projects. Pink's motivation stems from his upbringing in Minneapolis. While working in uptown, he observed the development of multifamily dwellings near his office. Dissatisfied with how these projects failed to honor Minneapolis's heritage and architectural integrity, he felt compelled to make a difference. The name "Left Lane" originated from a family joke during a trip, where his 12-year-old daughter humorously noted his habit of forging ahead in the left lane, reflecting his entrepreneurial spirit.
KATE CARLSON
+ brand identity
+ collateral design
+ website design
Michael Pink
+ founder & president
Branding
Branding
This logo design draws inspiration from the intricate details of turn lanes, blending sharp 90-degree corners with gentle curves at every intersection of the letter forms. Reflecting the 'LL' in Left Lane, it embodies the essence of architecture and construction, employing a mix of solid building blocks and fluid contours. Our versatile logo mark system offers a range of variations to suit different needs and scenarios, ensuring a strong and dynamic visual presence across all design platforms.
In their brand collateral I played with scale, color blocking and layering to help create a more dynamic and cohesive look. Leveraging a minimalist color palette, we emphasized linear lines, precise angles, and elegant curves to reinforce the brand's identity. Strategically integrating typography throughout the collateral pieces not only improved readability but also infused depth into the overall design, bolstering their visual brand and creating multi-dimensional layers of information.
