Brand evolution for a Global Consultancy.

Branding

Visual Identity

The Challenge

After a branding process with another global agency ASI had an initial visual identity but were finding it increasingly difficult to create content that had a foundation connected to their brand and felt like they were creating a design style every time they created any new brand materials.

Re-Focusing The Narrative

The brand inherited a dividing line element that we needed to keep for consistency. As part of our process we looked at how this divider could be repurposed to feed into our brand story as a positive visual aid instead of a negative one.

From there the ASI focus bar was created. Instead of using the bar to divide we now used it to draw focus to the people and the projects that ASI were involved with. Not only a visual device but one that helped to tell the brand story.

A palette inspired by the world around us.

One Device, Multiple Applications

With a firm foundation created in our focus bar, we then applied it to a whole design language, everything from grid formats, measuring systems, photography, iconography was all born from the one focus bar device.