Brand Sprint
Freeformers, a start-up consultancy, builds engaging employee experiences. As a new business, it needed an identity that would punch above its weight and give the appearance of a larger, more established company to win work with large corporate clients.
Leveraging the company’s playful and innovative approach to its programmes, we aimed to create a visual identity that attracted new clients and made people want to work with Freeformers.
CLIENT
Freeformers
SERVICES
Brand Sprint
Logos, glyph, colours, fonts, elements and photo guide
PROCESS
A 5-day process, working directly with Founders
Step 1: Insights + Strategy
Step 2: Creative Concepts
Step 3: Visual Identity + Assets
1. Insight + Strategy
Through interviews with the founder and workshop exercises, we captured the vision and market positioning, using these as the basis for concepts.
Insight: The team creates flexible, bespoke packages, incorporating playful training methods such as stand-up techniques to improve presentation skills.
Strategy: Communicate their flexibility and playfulness to stand out in a sea of safe, corporate branding.
2. Creative Concepts
In half-day sprints, we developed a written concept, moodboard, and logo for three concepts, which were then pitched and refined to produce the final brand and identity.
1. Sketchma: A digital aesthetic, drawing on the visual languages of tools such as Figma.
2. CollageHaus: A Bauhaus, collaged design featuring bold graphics and pop-culture elements.
3. Visual Identity
Concept: Taking the metaphor of play blocks, this concept uses the idea of ‘building from first principles’, employing simple geometric shapes to create evolving complexity.
Design Elements:
Font: A humanist font with light serif detailing to convey the human, people-focused aspect of the business.
Logo: The play blocks in the logo communicate collaboration and the idea of building from component parts, forming the wordmark and logo.
Application: This shape language is expanded into graphic devices used to create artwork and overlay on stock photography.
“People approach me because they love it, and want to be involved because of how it looks.”
- Toby, Founder