With 2.7 billion people lacking internet access, Cloud Phone sought to change that with their low-cost devices. The challenge here was not just awareness, but educating users on how the phone would achieve global connectivity. A PR plan to reach international media was in place, but a storytelling medium was needed. The client had minimal brand direction so this was, in some regard, a blank slate.
This medium in question would be a box sent to influencers and journalists to cover and gain traction online. While also housing the actual device, I designed the box with pages of infographics - letting the story of Cloud Phone be told through the unboxing experience. As the rest of the campaign unfolds, each design asset would take on the boxes' adopted style.
Cloud Phone
IMC, Art direction, Packaging
After narrowing down to 3 possible directions, the client went with my suggested collage option. The mix of bold colours, hand-drawn elements, and image cutouts would help the campaign stand out among the corporate sea of sameness. This treatment was firstly applied to the box design. After it's production was completed, this design treatment was applied to other various touchpoints, starting with a company website revamp, proceeding into social media posts, reports, media decks and promotional videos for the campaign.
Athemaster
Brand identity
Athemaster is a data consultancy that uses the latest in open-source technology to provide clients with tailor-made solutions to their business problems. Emerging from the pandemic with a cooperate identity that has remained unchanged since their establishment eight years ago, they felt the time was right for a brand refresh. The goal was to achieve a more modern look that better spoke to their business offerings of being data-first.
The old logo takes inspiration from the owl of Athena, also known as Minerva, which is seen as a symbol of knowledge and wisdom throughout the Western world. With respect to its legacy and meaning, the approach was to create a simpler and more recognizable logomark that could be seen as an evolution of what came before.
A cool green hue extracted from the old logo was made the primary colour, supported by the introduction of fern green and lime. This palette was put together to evoke a response that is natural, human and professional.
Much like being a data consultant, the choice of typeface had to be smart, formal and approachable. Raleway fit the bill for its elegance and versatility. Its distinctive ligatures and terminals keeps it from getting too lost in the sea of sameness. Working well for both print and web, it equally holds it own be it for headers or body copy.
Development
