Formulate

My brief was to design professional and clear branding identity style that showed they meant business.

THE BRIEF
Formulate is a SAP software and consultancy business. They were looking for a professional and clear branding identity style that showed they meant business. Fed up with an image library they didn’t feel was their own they asked me to help them find a high-end solution to their visual dilemma.

THE SOLUTION
I used a black, navy and neutral palette to evoke the company’s approachable and professional sensibility and adopted a distinctive, sans-serif typeface to engender a sense of cutting edge thinking.

I juxtaposed this for print and digital artwork with a selection of un-staged, high-end, stock photography. These images helped represent the demographic that they were appealing to whilst avoiding the literal (and often clichéd) common interpretations that can be found for this type of work.

Whilst formulating the identity design I reworked their logo through type and created a bespoke, brand mark based on the types of graphs you see in financial reporting and the number ‘4’ from their domain name.

From defining who they are visually through this new brand identity they have found it a lot easier to communicate their difference when reaching out to new clients.

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