Case Studies

MLD Productions


Brand refresh

MLD Productions is a Boston area, startup digital media production company with a heavy focus on video, but also audio and photography.

The MLD team approached me to build their website, and in the process we determined that their logo needed a refresh to improve its readability.


Brand Refresh

Adobe Illustrator

THE PROBLEM — The original MLD monogram had no separation between letterforms; the right stem of the M coincided with the stem of the L, which also directly connected with the D. This lack of distinction between letters lead many viewers to see "MD" instead of "MLD." The challenge was to eliminate this readability flaw while preserving the established aesthetic.

THE WINNING SOLUTION — Resolving this problem elegantly took thorough experimentation and iteration, eventually resulting in subtle separations between the letters that don't completely break the unified, monogram feel. The L is distinguished not just by separating its stem from the M, but by raising the baseline of the M (along with its central dip) to match that of a new break in the stem of the D. Each new gap between strokes is carefully measured to exactly the same tight distance, helping to maintain that cohesive, "attached" appearance.

COLOR ADAPTATION — To further establish the complete shape of the L,  the white-to-orange ombre is adjusted to the right, now beginning just within the D. To counter-balance this new asymmetry of color, and to supply extra nuance, an inverse ombre is optionally applied to the bounding box.

EMBELLISHMENT — A dim shading now fills the bounding box, intended to provide the monogram better contrast over light backgrounds, and to draw more attention to the concept of the box as representative of a movie screen.



Squarespace, HTML, CSS, Adobe Photoshop, Adobe Illustrator

PROCESS — The MLD Productions website was built using the Squarespace platform. This allowed for easy, fast development of a beautiful, rich site, that's easily updated and maintained by the MLD crew, on a very modest budget. It also provides a mobile-responsive structure with minimal effort, which means that everything looks and works great on any device. Despite the guiding nature of the Squarespace framework, there is little limitation of stylistic control or the addition of custom elements not included in the platform, given knowledge of web development tools.

STYLE AND LAYOUT — The site layout was structured around MLD's work, with the shape and behavior of each section defined by its content. Interrupted only by fine lines of white and orange—MLD's brand colors—the content is delivered front and center. The result is a clean, smooth, full-frame layout, affording a distraction-free website experience not unlike that of a personal theater. On supporting web browsers, the use of parallaxing background images (which scroll more slowly than other content) creates an illusion of depth, heightening the immersive, cinematic experience, befitting a company like MLD Productions.