Changing the world begins with us (and by us we mean our brand)
Looking back over the last 23 years, we've been on an incredible journey applying our creativity and passion in design. Working alongside amazing individuals within our team and the clients who engage us, we’ve continued to evolve our practice, transitioning from a conventional product and communication design studio to embracing design thinking as a problem-solving and engagement tool.
Today, we find ourselves at an inflexion point, recognising the importance of applying our creative talent to address critical planetary challenges through circular and sustainable design.
Obtaining our B Corp Certification in 2019 marked the start of this transition, and we have now launched our revamped brand, visual identity, and communication strategy, reflecting our new mission as planet-centred designers.
We approached our rebranding efforts with the same user-centred approach we bring to our client work. Our process was fundamentally participatory, with our team driving the initiative from the ground up. We tested and reviewed our design concepts with trusted partners, clients, and friends who know us best, gathering rich feedback and input through conversations and rounds of user testing. The final design reflects all this valuable input, resulting in a brand identity we're proud of.
LOGO & COLOURS
We began with our logo, which had always featured a circular symbol alongside the logotype of our name. As an established company since 2000, and with offices in Singapore and Amsterdam, we felt our name speaks for itself. So we made the decision to remove the symbol and refine our logotype. We maintained our name and added a playful element by moving the dot of the 'i' to serve as a full stop. The result is a cleaner, more modern visual identity.
The unique gradient element we developed mirrors the experimental and collaborative inherent nature of us as designers and in our approach to work. The gradients are free and always changing, illustrating the constant exploring and shifting of perspective as we grow in knowledge.
For our brand colours, we narrowed the selection to colour profiles associated with our values and affinities, like being human and planet-centred, tenacious in our drive, and thriving in innovation. The primary colours represent a modern and serious approach to our work. In contrast, the secondary colours inject playfulness and balance that reflects our creative spirit and willingness to experiment.
We extended our sustainability and circular philosophy to the design of our name cards and website. In our commitment towards sustainability and practising what we preach, we’ve forgone printed cards for smart business cards, minimising wastage and directly connecting digitally with our network. For our website, we’ve centred its design in dark mode, which reduces energy consumption, minimising our negative environmental impact.
The way forward…
… is strengthened for us. We are excited about our new identity. It serves as inspiration as we continue on our journey of exploration, experimentation, and continuous growth to deliver design excellence.
As we expand our knowledge, we are committed to guiding others where we can and collaborating with like-minded talents. With this new mission as planet-centred designers, we are excited to use our skills to create a better world.
We’re excited to hear your thoughts and invite you to join us in the evolving conversation and action towards a more sustainable future through design.