We began by doing a deep analysis of each brand and its parent entity to determine their commonalities and develop their shared identity system. From there, we then created portraits for each of the three brands to clarify their unique distinguishing characteristics and personalities.
As part of the shared visuals, we developed a three-dimensional graphic matrix, which allowed us to pull out different graphic shapes that were specific to each brand’s logo. The viewing angles and movement offered by the matrix gave each brand a multitude of options to work with. We also gave each brand its own signature colour: mint blue for smartesy, coral orange for co-skills, and lilac for adhocology, complimented by anthracite and sand as secondary colours. The final chosen font was Studio Feixen, which was developed by the Swiss type foundry of the same name.
