Case studies

Pendo humanises Trulioo’s identity

Within the digital identity verification space, Trulioo specialises in helping businesses identify legitimate customers, enabling safe and secure online transactions in an era where digital fraud is rampant. As a frontrunner among British Columbia’s tech innovators, Trulioo was prepared to catapult its identity verification platform onto the global stage. However, it became evident that their brand needed a refresh – years of growth had led to a fragmented visual identity that no longer aligned with their ambitious business vision. The Canadian company therefore approached Vancouver-based brand and creative agency Pendo, who collaborated on a brand overhaul – positioning Trulioo for its next phase of growth while offering a fresh, human-centric approach in a sector dominated by cold, tech-focused aesthetics. The comprehensive project encompassed everything from a brand audit and visual identity to marketing collateral and environmental design.

Defying norms at -21°

Formerly \Art (‘backslash art’), the art and technology organisation have unveiled a new name and brand identity, crafted by creative agency and design consultancy Cotton Design. Blending technological innovation and artistic expression, the new look leans into a whole spectrum of meanings of the word ‘backslash’ and embraces the client’s unconventional ethos.

Smooth sailing

Guided by their insightful approach to design and innovation, Canoe’s identity ensures that the studio is prepared to navigate the unknown. Being a brand new studio, Canoe enlisted the expertise of fellow Norwegians Studio Oker to craft their identity. Drawing inspiration from Norway's awe-inspiring natural landscapes, Studio Oker deftly navigated the challenge of establishing Canoe’s presence alongside its name, brand platform and visual identity.

Technical precision

The outdoor category has experienced a cultural shift, gaining renewed relevance due to its customers’ desires for non-digital, authentic experiences. Outdoor brands are expanding into mainstream markets, balancing specificity and sincerity with broader appeal. However, the category is in a state of uneven development, with some brands adapting to new end-user needs while others maintain traditional approaches. Within this space, ‘ingredient brands’ (suppliers of technical fabrics and components) have largely failed to adapt their brand expressions to meet new end-user expectations. According to London-based design practice Systems Studio, these brands have long followed a B2B communication model, limiting their ability to showcase their unique personality and connect authentically with audiences.

Dancing to the music

The new look for the São Paulo Symphony Orchestra (OSESP) might just be the most brilliant bit of branding we’ve seen lately. Designed by São Paulo-based studio, Polar, the identity for the orchestra is intelligent, emotive and alive at the same time. OSESP had “gained recognition through the series of posters crafted by Kiko Farkas in the early 2000s, immortalised in the book ‘Musical Posters’ by Cosac Naify,” Creative Director Bruno Ribeiro tells us. However, over the years, the orchestra realised that its identity wasn’t resonating with Latin America, and in seeking a rebrand, it wanted to distance itself from the visual aesthetic of European orchestras. At the same time, it also wanted to make the world of classical music more accessible and approachable – to both invite enthusiasts and connoisseurs, but also speak to those unfamiliar with classical music.

A fresh look for Angel Islington

Home to a broad offering of eateries, entertainment, antique stores, boutiques and more, north-east London’s Angel Islington is a region with plenty to enjoy, and plenty more to look forward to. This, in part, has been thanks to the efforts of the Angel Islington Business Improvement District (BID), who, since 2007, have been supporting local businesses and the neighbourhood. However, with a B2B-focused brand image, they sought to revitalise their look. Working with London-based creative consultancy Campbell Hay, they aimed to place a greater emphasis on the area’s rich cultural, creative and commercial offering – something broader that could speak to both residents and visitors.

7 brand identities where words speak just as loud as logos

Interviews

The Freelancers: Sophia Brinkgerd

In our interview series, The Freelancers, we dive into the challenging world of self-employment; discussing the highs, lows, and day-to-day requirements of freelancing at different design studios and brands as a career choice. Berlin-based art director and graphic designer Sophia Brinkgerd has a style and approach that has been on our radar for a while now and she has continued to impress us with her work. Having caught up with her for the launch of New Aesthetic 3 – the third compendium of exciting custom fonts from established and amateur type designers, as curated by Brinkgerd and Leonhard Laupichler – we were delighted to reconnect with Brinkgerd and delve into her personal practice for our 16th entry in our The Freelancers series. From her early career years stateside to her current practice in Germany’s capital, Brinkgerd’s journey is one to follow.

Templates

“Anything where there’s a canvas for experimentation is super exciting to me.”

Sophia Brinkgerd
19th September 2024

Books

M2-Systems: Note Database 01

The Note Database was created to help you collect your ideas into one system. One system that embodies the human DNA: memory (notes and list systems for the art of remembering), reason (notes and list systems for the art of thinking), and imagination (creative notes and 33 grid systems). Sized at A5, it consists of 96 sheets of 100gsm uncoated cream paper, an aluminium metallic paper cover and black-only print in Helvetica Neue – pulled together by elegant sewn binding.

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