Several design concepts were developed for corporate identity. The one chosen relies on visual metaphors. Meaning is purposely ambiguous so that the target audience can find understanding through their own experiences.
Metaphors behind the images above include:
you can’t see the wood for the trees
lost in the woods
shedding light on the subject.
For a business that is based in office work and crunching numbers, the identity is far removed. The goal was to embellish the identity with stunning dramatic imagery full of colour and contrast that would stand out on a desk overloaded with paperwork.
Artwork development includes:
Design elements include:
limited colour pallet (rich black and a passionate wine red)