2021
A visual brand system that puts typography at the forefront. The custom logotype serves as a direct analogy of ‘stepping up the career’ by upskilling in design, reflecting the transformative nature of design and the growth it leads to. The expanding type keeps the brand active and engaging. The variable font "Antarctica" by NewGlyph type foundry was used in its condensed form, through a carefully crafted equation of type weight, condensation, and size.
The word "AND" enhances the brand's elasticity, extending the platform's strength to future offerings and courses, helping individuals evolve toward their aspirations. We leveraged the conjunction "AND" to create a conversational brand by joining words, phrases, and ideas with "AND" as the bridge, delivering compelling and relatable communications.
With strategic positioning and a conversational approach to the brand identity, the variable type applications complement the brand's highly energetic and contemporary outlook. This approach creates a unique visual stance, keeping the message at the center of the design.
