Worked with a client to develop a recognizable logo and an entire, foundational brand identity for a new international company in the healthcare space. Portfolio included original logo, business cards, letterhead, color pallet, web site, marketing collaterals and presentation template. The new company, headquartered in Bangalore, India, wanted to represent a distinctive, contemporary identity in an establish category while also connecting in a symbolic way to their main shareholder, General Electric.
The focus of this project was to create a strong identity for all
applications. An identity that can be applied environmentally,
on literature, and to packaging. This identity’s focus is an
exhibition design to communicate the essence of the topic air sports.
Extreme sports in the air.
Sport: The participation has to dispose of considerable skill
and/or physical ability to avoid poor execution of the activity.
Extreme: Poor execution of the activity has to result in
considerable risk of serious physical harm to the participant.
Essence of topic: The beauty and power of fear. Illustrate what fear looks like
to these athletes. The addiction of what fear brings to these
Exhibition title: Cloud Heads.
The Beauty of Fear.
The Dessert Tray. A title page meant to have the feel of a diner and opens up for the inner book with the constraining bars that become a design element throughout the rest of the book.
Rounded corners complement the rounded qualities that the typeface (Zag) has. This rounded corners theme is repeated in the constraining lines as well. This detail also counter acts the heaviness of the Zag typeface.
The decision to stitch the border of the band, was to give a more home cooking feel. Stitching the border, again, toned down the boldness of the overall book. The same reasoning to use a script typeface (Lobster) in contrast to the bold Zag titles.
The texture used in the titles throughout the three spreads were to give an extra element dealing with cooking. The texture is meant to mimic flour. As you will see, this theme was elaborated with how I displayed the booklet.
Type is used as a design element, not just something to read. The titles serve as massive gutters that separate the instruction columns form the direction columns.
The little details is what conclude this booklet. The tabs you pull to untie the band are slices of cake/pie.
Homemade Longboard with a wood-burned design.