Case studies

Strong spirit

Emerging from Source Music, a subsidiary under the global powerhouse HYBE, LE SSERAFIM is a K-pop girl group that embodies a fearless spirit both in their music and their outlook on life. As HuskyFox's Creative Director Doohee Lee articulates, the name “‘LE SSERAFIM’ is an anagram of ‘IM FEARLESS,’ symbolising an attitude unafraid of the world's gaze and an unwavering self.” The Seoul-based brand identity consultancy communicates this through the identity, highlighting the group’s attitude with a sharp, spiky brandmark consisting of 10 oblique lines. “After various experiments,” says Lee, describing the brand’s development “we ended up with long horizontal and bold lines, representing the girls’ free and uninhibited stance towards the world.”

Communicate and connect

Unifonic, a leading Software-as-a-Service provider, uses its AI technology to streamline customer engagement across multiple channels. As a specialist in this field since 2006, the Middle East-based platform handles 10 billion transactions annually, reaching millions across 160 countries. Recognising the global shift towards mobile communication (with 93% of the world’s population using mobile phones), Unifonic sought to expand its offering beyond SMS messaging. To achieve this, they partnered with the Vancouver-based brand and creative agency, Pendo.

Form, beauty and function

Embracing the philosophy ‘exercise beautifully,’ French branding agency Abmo has imbued the identity of Hercule Studio with style and grace in abundance – elevating the concept of fitness from mere physical activity to an art form. Founded by Joy Lucas and Jérémy Arbibe, the retailer creates high-end sporting goods and accessories that blend the innovative sporting know-how of their athletic backgrounds with the charming aesthetics of good design. Abmo’s approach to the project was therefore not just about creating a conventional sports brand but rather about positioning the brand at the intersection of fitness, fashion, and interior design – “something simultaneously elegant and dynamic, classic yet decidedly contemporary.”

Colour and copy

When architecture and interior design studio Basha-Franklin felt their previous identity and website no longer captured the vibrant essence of their work, they turned to fellow Londoners, the experienced brand consultancy Campbell Hay, for a refresh. The collaboration was fuelled by a shared love for their crafts, making the process seamless, enjoyable, and ultimately, rewarding.

Just as experimental as the company

Eppo is a platform that allows businesses to test ideas, experiment and make data-driven decisions to propel their work. Launching with an unprecedented, avant-garde approach to business meant Eppo needed a distinctive brand to match their experimental pursuits, leading them to the international creative agency, Moving Brands. “Through conversations with Eppo’s customers and team, we uncovered a sense of strength and agility that wasn’t being communicated through the current system,” Strategy Director Jordan Heber tells us, speaking to the beginning of their partnership with Eppo.

9 identities that capture the feel of summer

Interviews

Birch

They work with and are sought by the crème de la crème of brands. Each year, they craft ‘The Watch Annual’ for MR PORTER, a collectable book for watch enthusiasts and connoisseurs. They shaped ‘The View,’ a property-meets-lifestyle magazine for property consultancy Knight Frank that helped the business sharpen its brand language. Between the second and third lockdowns during the pandemic, they put Matt Smith in a taxi driving down central London to talk about his love for theatre and football for a winning campaign for Thom Sweeney. Meet Birch – a London-based creative agency whose small, senior team has been helping A-list brands tell their stories in elegant, meaningful ways.

Typeface

Cera Super Family

TypeMates have finally completed the Cera Super Family with the release of Cera Mono. The full Cera family, which began in 2015, includes various typefaces like Cera Pro, Cera Stencil, Cera Brush and Cera Round, each with unique characteristics and developed in collaboration with different designers. The evolution of Cera reflects a blend of geometric precision and humanist influence, with contributions from designers like Max Kostopoulos and Lisa Fischbach. The development process emphasised collaboration and adaptation to different scripts, culminating in a comprehensive and versatile type family.⁠

Mockups

“People engage with brands when they are moved by something that doesn’t feel like obvious marketing.”

Aleks Cvetkovic, Birch
15th July 2024

Books

The Process Bundle

The Process series is an exclusive showcase of unused and unseen branding work from leading graphic design studios, highlighting the ideas, concepts, mockups and sketches that led to their final outcomes. This bundle includes The Process, The Process Three, The Process Four and The Process Five.

They include work from Carla Palette, Christopher Doyle, COLLINS, CoType Foundry, DesignStudio, DIA, Justified Studio, Mother Design, OMSE, Pentagram, Play SF, Two Times Elliott and many more.

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