The client came to me with a successful business built solely on referrals over the last 20 years. They understood the limitations of the situation and were seeking to transform the business into a brand that could set their consultancy apart from its competitors and communicate their values to new clients.
The images, color palette, and tone of this board drove the creative decisions for the brand. Organic overtones and zen principles guide the spiritual core of Invenio.
Strategy for this brand began with drafting a creative brief to determining the brand guardrails and identifying the brand voice. Once that work was complete, we conducted a competitive analysis and determined the brand positioning.
Invenio's core is about working with people and focusing on the potential of the individual to initiate change. This mission is what differentiates it from other consultancies and that had to come through in the website photography in order for the brand voice to be heard loud and clear.
All of the different concepts stemmed from the same idea: imperfection and uniqueness are what make the human being powerful and inspirational.
Moving forward with the concept of individuality and the human fingerprint, the idea was further explored and distilled down to the core lines/marks found in the many human fingerprint patterns. By abstracting this idea further, the possibilities for the Invenio logo multiplied and allowed for a unique interpretation that felt right for the brand.
Below are identity variations on the chosen direction that were presented to the client. They all tie back to the human fingerprint, each with a distinct tone/mood.
The client chose the most humanistic option presented. A simple wordmark that immediately conjures up the visual of a fingerprint.