Branding
Launching a new brand from pole position.
ACEN, one of our clients, wanted to create a sub-brand to attract students at job fairs and guide them through career tracks. And they were certainly inspired! Their mood board was full of Formula 1 vibes, neon colours, and '80s aesthetics. The problem is that it felt a bit random. They needed a way to channel all that energy into a cohesive identity that would stand out at a crowded fair and fit within a professional corporate environment.
Inspired by ACEN’s enthusiasm, we got their branding ambitions on the right track. We managed to distil all their input into a modular design system based on expression levels. High expression visuals to stand out at a fair, low expression to communicate internal policy, and so forth. We balanced fun, speed and cybersecurity to create a flexible brand toolkit that lets non-designers build consistent, on-brand visuals without ever crashing the aesthetic.
