Imagery
Very early on, we decided that photography would play an important role in the brand identity. For the photographs, the focus was on clean spaces and warehouse interiors where the orange color is present to match the visuals of the brand. For tools and core values, we used simple, light, friendly icons. While each icon is visually distinct, all icons maintain consistency in terms of line weights and visual style. We handcrafted a set of branded icons for Placeholder to be consistent with the typeface we developed.
Since we are working with real spaces, it was clear to us from the beginning that photography would constitute the major imagery. For the photographs, the focus was on clean spaces and warehouse interiors where the orange color is present to match the visuals of the brand.
We also handcrafted a set of icons that are consistent with the logo and typeface. Simple, light, and friendly, they communicate the core idea or component of the brand. While each icon is visually distinct, all icons maintain consistency in terms of line weights and visual style.