Ikigai
We were tasked with creating refreshed brand with a high-end aesthetic and established posture to cater to a higher class target audience, while maintaining the existing clients. Our goal was to design a brand that felt warm, clean and refrain from being cheesy, like a large number of traditional financial brands.
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The brand was created with hard edges, fine lines, a clear colour palette and simple typography.
We also established shapes that were inspired by Japanese culture. The wings of an origami crane become a holding device and gave backgrounds variations. A minimal approach to lines and circles became a pattern or motif to add flourishes.
