Role
Design lead
Timeline
2 weeks
Team
Design lead with graphic design intern
Visual identity and brand positioning
for 23DDS
23DDS is an architectural studio based out of Hyderabad who believe in reasoning and logic driven design.The brief was to develop a new brand identity that reflects the evolution of the company and better embodies its aim, strategy, and values. The identity must retain strong corporate feel and convey confidence but should visually embrace more modernity and innovation.
The new brand identity for 23DDS that conveyed the commitment to become the finest architecture practice that is focused on functionality while leading the way for socially conscious structures.. The project encompasses brand strategy, positioning and verbal identity, along with a new visual language including a new mark, color palette and complete suite of communication tools.
After analyzing the branding questionnaire sent to the 23DDS team which consisted of questions about their brand personality, story, and other associations related to their service, we came up with a list of words to define their brand character. This brand characters further helped us to identify brand archetypes.
After determining the brand personification we came up with the possible directions and created a mood board.
With the selected brand characters we created moodboards resonating with each art styles.
The client preferred to progress with 'Abstract Expressionism' and 'Minimalism' approach for their new identity.
Typographical and geometrical were two approaches that were shortlisted. A team of two came up with diverse sketches to further build on the identity.
© 2022 by Fatema Nadeem
We brainstormed numerous identity ideas which showcased the brand’s values and versatile personality.
In this concept we have interpreted the meaning of the brand nomenclature which is inspired from the Earth's axis that is tilted at 23.5 degrees from the plane of its orbit around the sun. This construction is applied to the line cutting through the shape.
We have also attempted to draw inspiration from the floor plan which is the first step towards planning, designing and constructing buildings or structures. The line cutting through the structure represents the innovation that 23DDS brings to the table.
