Digital transformation - Bio-inspired mixed signal technology.

Creating a visual identity is about much more than simple graphic design. It has to ‘work’ too; it has a function. It’s a blend of art and science that helped one of our most science-based clients.

Neil, our Creative Director, is covered in scars from previous branding battles. He instinctively knows what is easy on the eye, but his experience has taught him to not simply land on an easy option.

You have to think, long and hard, about the implications of new logos and brand architecture. All architecture relies on solid foundations and a well thought-through plan. Science relies on sound methodology. Art is no different.

Knowing how the brand will be used – which media and which executions – means that the building blocks must be solid but also flexible. Branding is often the hardest brief, even though the outputs can appear straightforward. It requires sharp brains and sharp pencils.

We accelerated through mood boards and sketches to deliver a narrative, a look and feel, a tone of voice and multiple visuals such as logos, animations, website assets – all based on the theme of ‘organelles’. Each organelle has a separate essence, while remaining part of the family. Each one had supporting textured graphics.