Boomerang Identity

Brand identity and logo development for Boomerang, an internal loyalty marketing platform for Lowe's marketing associates designed to support scalable engagement tools. Scope: • Brand and logo design • Visual system exploration • Iconography and mark refinement • Brand documentation and usage guidance Role: Visual Designer This work focused on creating a clear and flexible brand identity for Boomerang that could scale across tools, interfaces, and internal communications. The process began with name exploration and concept development, translating ideas of momentum, return, and impact into a distinct visual mark. Multiple logo directions were explored and refined, with emphasis placed on simplicity, recognition, and adaptability across digital environments. The final identity balances approachability and confidence, designed to function at both the platform level and within individual tools while maintaining consistency across the broader loyalty ecosystem.