TANGIBLE
ROLE:
Lead Designer, Art Director
Digital Design: Natsumi Nishida
Production: Sam Alidoosti
Agency:
52 Pick-up Inc.
Clients:
tangible consulting
Year:
2022
Two former Sid Lee strategic leaders have launched a boutique consultancy, aiding organizations in aligning their objectives with the experiences of their employees. They came to us to get help with developing their brand and launching their business.
Deliverables:
Logo, colour palette, fonts, brand guidelines, website, business cards, letterhead, email signature, and presentation templates.
Name: Tangible
Tagline: Making Work Meaningful
Design: bold, editorial, refined, unexpected; simple but flexible, fluid and playful, not literal; consider motion from 2D to 3D.
The selected identity strongly resonated with the client and aligned well with their vision for the company.
The lowercase wordmark feels refined but also playful and friendly. Deep ink traps add a lot of character and personality to the logo. The modified tittle over “i” serves as the wordmark’s accent and focal point. The visual language is quite flexible: it can be very corporate through primary black an white colours, but becomes much more casual and vibrant with the intoroduction of colour accents, patterns, illustrations and 3D letters.
3D shadows add an illusion of movement, while the tittle icon can be used as a part of a pattern or as an image container.
New identity was was quickly adopted by the client. They immediately started using the new PowerPoint template, and shortly after that, we delivered their business cards and our team successfully launched the website. With brand guidelines and a comprehensive library of assets, they were able to independetly use all illustrations, grapics and logos.
The identity exudes strength and confidence, while keeping an element of unpredictability and playfulness, perfectly aligning with the client’s vision. It effectively positioned them as a unique and innovative company.
