Case studies

Stripping the fear around fertility

“Traditionally, brands in the fertility space are designed to build trust in their medical expertise,” says Universal Favourite’s Design Director Mike Kirkpatrick. “But this narrow focus has resulted in a category that feels overly clinical and sometimes cold, losing sight of the real people at the heart of it all.” This insight steered the approach the Sydney-based design studio took when Australia’s first at-home egg count testing service, WHEN, reached out to create a brand identity. Here, they saw an opportunity to redefine this space by developing a direct-to-consumer lifestyle brand that feels equally at home in both medical settings and retail environments, seamlessly blending medical credibility with compassionate warmth – expression with information.

An ‘S’ with a ‘doorway’

Spacemade, the UK-based flexible workspace company, is renowned for its dedication to nurturing meaningful connections within its communities, operating 11 locations across England, with nine in London, one in Birmingham and one in Leeds. Recognising the need to evolve from a primarily B2B-focused brand to a broader B2B2C one, they sought the expertise of London-based creative agency Wildish & Co. to reimagine their look. Alongside the challenge of creating a cohesive, confident identity system (encompassing all individual locations while strengthening the central parent brand), the new identity also needed to resonate with a diverse range of audiences, from investors and landlords to individual consumers and companies.

Rebranding a tech disruptor

Since 2014, Back Market has been redefining our relationship with tech through its range of refurbished electronics and appliances. The brand, which has been championing circularity and offering a more sustainable option to buy and enjoy tech products was looking to refresh its identity, which felt a bit limiting in its ability to capture the brand’s evolution. Rasmus Wängelin, in collaboration with Studio Herrström and Back Market’s in-house design team, led by Sr. Lead Art Director Victor Antonelli, defined the visual identity and design system, while Vucko crafted its motion language.

Pairing urgency and empathy

Determined to make a significant impact in the fight against ovarian cancer, OCA partnered with global consultancy Revolt London to refresh its identity. The aim was to create a distinctive and impactful visual language that could effectively reach a wider audience, inspire action and support their ambitious goal of increasing 10-year survival rates by 2032.

Drenched in a red hue

Superoot, an all-natural electrolyte mix, promises to banish the ‘afternoon slump.’ A perfect picker-upper, the drink is made from beetroot, ginger, turmeric and maca along with other handpicked roots and minerals, and it needed an identity that would capture its unique positioning in the market. The Florida-based design studio Wheelhouse was up for the challenge and opted for a minimalist, information-forward approach that sits well with the drink’s commitment to enhancing mental clarity.

10 identities for architecture studios

News

Master The Art of Crafting X-ceptional Brands

The Brand Builders Summit is a 4-day FREE online conference for brand builders (designers, strategists and business owners). Join more than 28 industry x-perts to learn how to build better brands and x-ponentially boost your career.

The Edit: five projects including Koto’s unmistakably Italian look for the ingredient e-shop Gustini

Mockups

“Just as with music, great branding is able to open up your senses.”

Lukas Haider, Studio Herrström
3rd November 2023

Books

TYPEONE Issue Seven

The seventh issue of TYPEONE considers code through two primary lenses. Function, first and foremost, and the artistic possibilities that it creates. Within these two areas, it explores the exciting forms of creative expression possible with code. From exploring how design studios are using it as a tool, fused with the art of creative coding in building interactive, unconventional websites with Korean-born designer Yehwan Song, and algorithmic, data-driven brand identities with ex-Pentagram designer Talia Cotton, and much more.

Jobs

Useful links

• Apply for a feature

• Post a job

• Visit our directory

• Search for inspiration

• Visit our store