As a component of a rebranding effort and transition from an environmental graphic design studio to full-service agency, this visual identity system places simple shapes atop a logotype, representing Formation’s lack of pre-conceived solutions. Each challenge is different, each logo is different. This interaction between shape and typography also represents Formation’s interplay of research, strategy and design.

Simplistic and consistently designed geometric shapes and symbols become part of the visual vocabulary and work in concert with the identity, color and typography. Users are able to quickly identify their function.

Simple photographs were taken inside and around the office including the entry and working spaces. Candid employee photographs were taken in context to show process while individual portraits were used for proposals and other professional communication touch points.

A responsive, custom website highlighting key projects and accomplishments was created and integrated into a easy to update content management system. Custom animations and illustrations were made within several case studies to convey specific project details.

We carefully considered every touchpoint and applied thematic elements where appropriate. Title blocks were redesigned for maximum legibility and purpose, while more creative freedom was given to the proposal delivery mechanisms and other collateral like the custom silk-screened box, where the interplay of design elements become a little more whimsical.