An identity to live up to.

It’s not every day that you meet a client who challenges you to go above and beyond yourself. Dutch web-company Infocaster asked us to design them an identity ‘to live up to’. We accepted that challenge with both hands.

Part one: Re-branding Infocaster

“If you’re going to design someone a new identity, you better have a crystal-clear idea of who they want to be.”

We really wanted to get to know the people of Infocaster and that is why we first conducted an immersive research: we interviewed a range of people – everyone from the founding partners to developers and designers across the team. This is how we found out what was at the heart of the company and which core values the new brand should be built on. We then looked for a strong graphic shape to perfectly translate those values into the visual realm.
The shape we chose pays respect to the old Infocaster’s logo and casually refers to the used in programming codes, fitting the core-business of the company well:

“Let’s make the internet brighter.”

Infocaster is a team of positive-minded people who offer their intelligence to make the world a better place by delivering great web-based products, and therefore the above slogan suits them perfectly.
Based on the foundation we had forged during the re-branding phase, we gave shape to a number of different deliverables for the company’s office environment.

Part two: Visual identity development

Based on the foundation that we had forged in the re-branding phase, we gave shape to all kinds of deliverables for the office environment of the company.

Part three: Brand activation

Our client asked us to not only design them an identity, but to also deliver graphics that could be used for brand activation. They loved what we did for our FLOW project, so we further explored what a similar design-method could do for them.
Both our client and we at Studio Hands fell in love with the idea that the logo should be ’brought to life’. So we did exactly that: we recreated the logo out of different materials to communicate short stories about Infocaster’s three main departments: development, social and design.

 Set 1: Laser-like precision, with lightspeed.

The highest precision is necessary for developing good software. That’s why we used light in its strongest form (a semi-legal red laser) in combination with clever mirror positioning to recreate the Infocaster-logo for this photo and videoshoot:

Set 2: Connecting and setting in motion.

Online is all about people and communication. It’s about connecting and setting your target audience in motion. That’s why domino felt like a simple, colorful and positive visual metaphor for this set.

 Set 3: Creating something from nothing.

Infocaster is creative, they develop apps and websites from scratch to final product. That’s why for this third set we had decided to use paint as an abstract reference to art, design and creation.

Credits

Concept
Graphic Design
Creative Direction
Project Management
Art Direction
Video (shoot)
Video editing
Photography
Photo editing

Fun Facts

  • Laser: Laser is of course light, which matches the slogan ‘let’s make the internet brighter’ pretty well.
  • Domino: We have built the logo using about 3500 bricks in about 5 hours. The suspense was intense.
  • Paint: Yes the hands were painted too - we strictly used yellow, pink, black and white in all of the videos.