There’s more to a brand’s identity than it’s name and logo. There’s the people involved bleeding for it, it’s ethos, ideals, emotions etc. How can you convey all that in one word? Or in just a symbol? By being Paul Rand, Saul Bass, or Stefan Sagmeister, that’s how…all of whom we are admittedly not. So we’ve done what we think they would do if they were indeed not them, rather us, by creating a visual analogy.
The Watercolor element is our interpretation of the synergy in all things behind the scenes and underlying through a visual rendering. Much like each color blends and co-exists naturally, in turn bettering each other and creating something new, we behind the brand do the same to each other and become a stronger family. Just like each of us grew up in our own way, within our own sub-cultures and through our own hardships, each color has it’s own beginning and origin. When those colors come together and allow themselves to blend organically a new, deeper, and well rounded palette is created. As a brand, we’ve blended our pasts, in an organic nature, to create something new and not subjected to certain cultural channels. Something new is created, with deeper roots, and more authentic.
The blending of colors and washes creates something better, in a harmonious way, unforced, and pure. This is the best we can visually convey our brand’s DNA…until we get on that Sagmeister level.