An identity system has to be able to be more and do more than ever before. It must be strong graphically. It must be symbolically resonant. It must have a life in motion and in 3 dimensions. And the best ones are pedagogical props for telling the brand story. The identity we designed for a new energy risk management business, we believe fulfills all these requirements.
We also think that an identity must first attract before it can inform. So, first it must be beautiful. The way that it informs can be literal or resonant with the value of the business. We developed the name and helped research the it while we auditioned marks with the various name choices. We also developed a collateral system for print, web and one-on-one presentations to allow the customer to tailor its message to different markets and different customers within those markets.