Visual identity for a San Francisco-based digital agency.

Project focus

• As the agency evolved over time a new identity was created to better reflect the core philosophy; drilling down to the core business problem by continually peeling away superfluous information, and how digital can play a role in executing the solution(s).
• Retain the color system from the previous identity
• Provide a new typographic system

Initial process

During the initial sketch phase, reducing the letterforms down to the least amount of visual information while retaining legibility began to align with a core Architect philosophy mentioned above, while providing a distinctly digital aesthetic.