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The visual identity system uses a simple overlapping rectangular device in the primary brand colours.
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The previous brand identity for Euphoria consisted of a weak system made up of generic circular devices.
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The first step became ramping up the colour contrast to improve both impact and harmony.
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We created simple rules with colour balance and typographic styling.
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We provided guidance to the internal design team on how to undertake software storytelling using simple illustrations with a balanced colour palette.
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The colour palette is based on a palette which pays homage to blending modes (multiply in particular) and old 3D Analglyhs.
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The combination of consistent type styling, colour usage and graphic system creates an instantly recognisable brand.
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The brand uses red as contrast of extension. This allows for pop and an arresting offset to the blue palette.
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The ident applies especially well in the digital environment when often there are space constraints as well as infinitely variable formats.
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We created moodboard imagery and illustrated how the colour palette could be used. This was applied in handover to internal design teams.
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The flexibility of visual identity system allows for skinny formats.
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Strong colour and bold text dominates the digital display ads - the graphic device only occupying a small area.
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The wall lies immediately within the reception of the HQ in Cape Town.
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The tone is approachable yet bold and confident.
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Firedog presented a number of hand drawn conceptual sketches before focusing on the three strongest concepts. We find this creative process incredibly efficient, whilst providing the client the benefit of choice.
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The colour was deliberately chosen to maximise stand out within social media.
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We studied various graphical mnemonics such as disruptive patterning, distortion, print effects and colour modelling. All with the deliberate purpose of stimulating the audience's subconscious mind.
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Before commencing the conceptual process, Firedog presented a number of theme based moodboards which outlined our approach to creating differentiation within existing media channels.
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Headline - Free yourself from lengthy and restrictive contracts
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Headline - Sick of waiting for poor customer support?
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Headline - Work from anywhere
