— Approach®

Approach Studio® is an industrial design practice based in London dedicated to the convergence of Speculative Technology Futures and end-to-end Product Development.

I conceptualised and designed the Approach® brand entirely from the ground up, aiming to create a Minimum Viable Brand (MVB) that fits within the studio's time and budget limitations. Every aspect, from positioning to implementation, was guided by a core set of brand principles, ensuring that Approach® could establish a solid foundation for their business, standing out from its competitors.

— Project
As pioneers in the field, Approach® goes beyond traditional design paradigms, weaving together creativity and strategic innovation to shape cutting-edge products and experiences. Following the establishment of a fresh positioning and the crafting of a foundational brand narrative, I proceeded to create a foundational kit. This kit comprised a wordmark, color palette, typography selections, as well as general guidelines for layout, communications, and associated digital assets.
The colour palette draws inspiration from Scandinavian heritage, emanating simplicity. An additional accent color is strategically employed to emphasise Approach's perspective on design and processes. The wordmark features a subtle, imperceptible notch on the letter A, symbolising the digital essence of the studio's interests and methodologies. This identity is thoughtfully designed to be a supportive presence, rather than an overwhelming force, allowing the remarkable work of the team to take center stage.

— Role
Design & Art Direction
— Output
Brand Strategy, Brand Identity, Brand System Design, Art Direction, Marketing Design
— Photography & renders
©Approach Studio
— TBN
This project is a component of my side hustle, which is dedicated to assisting startups and small businesses in shaping their identity by offering MVBs (Minimum Viable Brands).