Collaborate are a global brand experience agency who work with some of the most aspirational brands in the world (Aston Martin, eBay and Sky etc). They approached us with the challenge of redefining their brand identity whilst still remaining true to their past.
From the outset, it was evident that Collaborate had a distinct vision for their positioning, but that it was perhaps not conveyed effectively through their existing Brand touch points. Our goal was to decode that vision and translate it into a compelling Identity that amplified their dynamic approach to creating experiences.
The collaboration (yep, I went there) began with an in-depth exploration of their values, mission, and aspirations, as well as a in-depth review of their internal brand positioning — we call this our Foundation Process.
THE BRIEF
In our initial brief, Collaborate had a very specific set of requirements with a fairly prescribed direction. It was clear how they had arrived at this brief, but after throwing a few ideas around in the studio, we had a sense that there was an alternative direction that would perhaps better serve the vision and aspirations of the team.
So, while holding our breath, we proposed a ‘wild card’ concept alongside an option that answered the original brief.
Honestly, it would have been easier to deliver the original brief, but our approach is always to pursue the best solution, rather than the easiest, and on this occasion we believed that the Wild Card would better serve Collaborate and their vision.
We have a lot of admiration for the Collaborate team with how they received this approach, they came open minded, curious and their creative spirit was clearly evident and we hugely appreciate their trust in us throughout the process.
The Wild Card was chosen and we could get to work on refining the design.
LOGO
Collaborate were keen to use their existing logo as a foundation that everything else could be built on. The challenge was how to bring more energy and dynamism to everything else surrounding it.
Our solution in short: gradients, dynamic contours, fresh fonts and an expanded design toolkit.
COLOURS
Gradients felt like the perfect use case to mimic the energy and dynamism of their experiences, flexing to accommodate a multitude of different use-cases and applications.
We also introduced a set of static colours to go alongside the gradients, creating consistency across all visual elements.
As well as the four gradients, we developed an approach to create a larger set of softer gradients that could be used in simpler context’s.
CONTOURS
In addition to the gradients, we introduced a series of dynamic 3D contours to Collaborate’s design toolkit, adding depth and dimension to their brand collateral. The strategic use of contours brings a quality to the brand that fosters a sense of movement and vitality. The subtle contours elevate the brand experience, and the combination with the gradients created a design language that felt unique and ownable.
DESIGN TOOLKIT
Adding further depth to the design toolkit, we developed a modular system for designing decks, their website and other digital/print collateral.
TYPOGRAPHY
Finding the right typography was one of the more challenging elements of the project. We knew that we needed something that carried a sense of creativity and energy, but also to balance that with something that felt modern, clean and human.
Type Foundry ABC Dinamo describe their font Favorit as “a straightforward, low-contrast grotesque that combines geometric rigidity with subtle oddities and a humorous touch”. We agreed, and Favorit became the primary font for the brand.
We paired that with our go-to body font Inter and Roboto Mono to add a little more flair to buttons, data and key information. The addition of the mono font felt like the final piece of the puzzle, pulling the whole thing together.
ANIMATION
To add a final layer of energy, we designed a set of logo animations. These added a layer of sophistication and movement, bringing the brand to life. The animation not only serves as an impactful element for digital platforms but also across things like the email signature, loading screens and decks.
FURTHER COLLATERAL
Rolling the new Identity out across Collaborate’s various touch-points, we created a set of Powerpoint Templates, Letterheads and Buisiness Cards, Social Assets, Office Signage, Totes and Tees.
And to round out what was a super enjoyable project on our part, we got this testimonial from the Collaborate Global team:
“Studio Yoke pushed us outside of our comfort zone and the results were fantastic. The team remained steadfast on their creative process and used logic and insight to respectfully challenge our decision making on a company re-brand. The ‘wild card’ option we had to be convinced to consider was the resounding favourite and went on to become our new brand identity.
Grant and the team listen, conceptualise and deliver over and above expectations. I highly recommend them for any company looking for creative or brand identity services.”
We’ll take that.
