On brand

MachineQ

MachineQ focused on large-scale IoT for enterprises and solution providers. We gave their brand a facelift as well as a new mission and positioning statement. We wanted to give them a stronger and more confident wordmark with a high-tech feel without losing equity in what they’ve already established. We explored portals and gestures but in the end felt that the best form of communication for something so complex was to keep it clean and simple.

Womankind

Womankind came to us in need of not just an identity but a whole Customer Experience (CX) system. Its mission was to help women overcome the challenges during the "decade of decision" - the time when young women are defining their personal, professional, and spiritual lives. 

We designed a curriculum with workbooks and activities as well as a digital platform for community. There were full immersive experiences and pop-ups, as well as gifts to new members that helped guide them along every step of the way. We wanted the brand to feel fun, youthful, versatile, and expressive. The wordmark and mark hinted at finding the common thread that we all have together, and in the end we should all just be kind to one another.

WD_Black 

WD_BLACK was a holistic program with both our brand and industrial design teams guiding the visual language for Western Digital's new Gaming Storage Brand. It was essential for us to create the voice and tone simultaneously to launch a cohesive brand and product. 

The brand was designed to inspire gamers to feel more confident, stronger and competitive. The single underscore is a nod at a common developer code language in which all games are born from. We knew from the beginning that a saturation of black throughout the campaign would reflect the gamers immersive world and further emphasise the product name.