Athena’s logo was inspired by many things… a big bold ‘A’ for ‘Awesome’ and the promise of new beginnings. Origami that created something extraordinary from the ordinary. An arrow that pointed to financial freedom. Rays of light that illuminated a better way. The spirit of Athena — fierce yet friendly and feminine. A hand placed firmly on her heart. Modern, bold and full of human energy. Dynamic and different. Fearless with feeling.
We built a dynamic colour palette to ensure the logo always stands out.
We created a set of stationery that was big, bold, and completely ‘Athena’.
To help bed-in the new brand, we developed a detailed set of guidelines that captured all the rules to govern how to use the logo, tone of voice, colour, photography, illustration and typography.
We designed the entire welcome pack for new customers to introduce them to Athena’s products and services.
Here are a couple of pages from inside the welcome pack.
You don’t see many buses wrapped in chains. With thanks to The Royals, the new brand really pops in the real world.
Athena’s logo and brand device looked so good we developed some t-shirts for the team to wear.
In fact they loved the logo so much, you rarely see the Athena team wearing anything else!
The new brand made a splash in out-of-home advertising.
To help build awareness of the impending launch, the amazing team at Story 1st Technology 2nd created this cool site.
The dynamic lines and colours worked perfectly on Athena’s site (designed by Athena’s internal design team).
Here’s a view of the desktop version of Athena’s web site (designed by Athena’s internal design team).
Much like Artificial Intelligence, the name ‘Alpha Indigo’ revealed a natural tension that exists between the masculine, the feminine, the manufactured, and the human. Creatively, this provided an excitingly evocative platform to combine two diametrically opposed ideas and create a single unified concept. Using this as our creative direction, we created a three-toned angular ‘A’ that was slightly discordant, yet full of a dynamic energy.
Again, we took inspiration from the duelling binarisms of Alpha Indigo’s DNA to create a bright and electric colour palette.
They say opposites attract, and our big, bright colours are no different. We have three hero colours that we use in our logo —pink, blue and indigo. Bland, they ain’t. We particarly like using them in combination to create a singularly striking look.
We built the entire brand on the back of the seemingly contradictory ‘binarisms’ that make up artificial intelligence. These two ‘forces’ informed everything we did, from the logo shapes, colours and choice of typeface. Once complete, we packaged everything up into brand book.
Here are a couple of pages from Alpha Indigo’s Brand Book.
We combined opposing colours in our photography to create a bold new look.
We created a new brand identity for Cruncwork — Codafication’s new hard-working virtual office manager.
We created a comprehensive set of style guides to help Codafications internal marketing team and creative partners work with the new brand.
Not only were the guidelines informative, they visually demonstrated how the brand should look in the real world.
We created t-shirt designs and stationery designs to show off the new brand.
The new brand was designed with the web in mind.
The bright colour scheme helped bed-in the easy-going nature of the brand.
We created new stationery designs including these business cards.
The team in Brisbane really embraced the new brand.
We created a new suite of logos using the same brightly-coloured building blocks to spell out each brand. Within the Cover Genius logo, the ‘C’ ‘protects’ the ‘G’, while a sense of spirit, innovation and energy is captured in the forward-focused chevrons that always point upwards in recognition of their restless desire to deliver the smartest solutions for their customers.
We created a brand new suite of logos for the Cover Genius, XCover and Rental Cover brands. Using the same brightly-coloured building blocks gave everything we did a strong sense of consistency — binding the entire visual language together.
Whenever we produce new logos, we first test them to see how they work across a multitude of backgrounds. The design, shape and composition always comes before colour.
To ensure each of Cover Genius’ brands looked consistent, we used the same graphic shapes to construct each logo.
Along with using the same shapes to make up each logo, the initials of each brand are represented within the design.
As a nod to Cover Genius’ previous brand colour, we stripped out all the magenta to create a fresh new palette.
New signage was created for Cover Genius.
To help build excitement internally, we included new t-shirts in staff induction packs.
We created a series of draft ads to be used in out of home advertising.
The colours looked great in the new colour palette.
No matter the medium, the new brand looked great.
We wrote a detailed, yet easy-to-follow document that detailed all the rules on how to use the Cover Genius brand.
The angled lines, and fresh new colour palette worked perfectly in digital channels.
The XCover web site. Built by the excellent internal design team at Cover Genius.
The mobile site is fresh and clean.
We helped Hudson rethink their positioning by developing a new tagline which we displayed under their logo. We also used the tagline as an inspirational guide that defined our approach to the entire re-branding project.
We developed a whole new visual language for Hudson which meant re-designing everything from billboards to business cards.
We created a brand device to sit behind the logo. Not only did this provide a strong and uniquely identifiable shape, it also created a consistent look throughout all of Hudson’s communications.
The hexagon ‘brand device’ really came into it’s own when we used it in illustrations and infographics.
We developed an isometric illustration style that was clean, simple, and modern. It also ensured that everything we did was instantly recognisable as Hudson.
The hexagonal-shaped brand device allowed us to lay out complex information in an interesting and highly-branded way.
To emphasise Hudson’s commitment to empowering people, we developed a super-close-up photographic style that made them stand out from everyone else.
We also built a photographic library for all the international marketing teams to tap into — ensuring every future piece of collateral was on-brand.
Hudson produced hundreds of reports every day, so we created detailed templates for them to use.
Like most businesses, Hudson produced hundreds of presentations every day, so we created detailed templates to fit every need.
Taking a digital-first approach, we created detailed working prototypes to demonstrate how the new brand would work in online environments.
We also created a series of newsletter prototypes that could be used throughout the business.
Here’s a template we created for all Hudson’s branded emails.
Another of the key outcomes from the project was the complete redesign of Hudson’s job search site.
Being a global business, we set about creating new signs for each of their 23 country offices.
Again the brand device was a great way to house the Hudson logo, while also directing the viewer’s eye to all the important information.
Lastly we packaged everything up into a comprehensive brand book that covered everything you needed to know about the Hudson brand.
Here are a couple of sample pages from the Hudson brand guidelines.
One of the key outcomes from the project was a comprehensive re-design of Hudson’s global web site.
One of the key outcomes from the project was a comprehensive re-design of Hudson’s global web site.
Inspired by the Latin words for ‘choose’ and ‘life’ we helped the team discover a new brand name, and then created a slick new brand identity.
We designed a brand new mobile-ready interface.
We combined two strong and dynamic colours with a limited accompanying palette to strengthen to create a unique and easily recognisable visual language.
We wrote and designed a suite of brochures and advertising collateral to help spread the word about Otivo.
Finance boring? Not at Otivo. Instead, we created a unique and professional visual language.
By using a limited palette and a fresh new tone, we created an experience that feels personal and welcoming.
We wrote and designed a new product interface and website making financial advice easy.
No matter the medium, Otivo’s visual language was consistent.
We hand-drew every pixel of every icon to help make Otivo feel absolutely unique.
Instead of relying on stock imagery, Otivo took the brave step to create a new bespoke visual language that required us to hand draw hundreds of icons, illustrations and infographics.
