Branding for a customer intelligence company and a management consultancy from London.
- Alex Minkaczconsulting, creative direction, design
About this project
Aperture is a customer intelligence company for B2B organisations. It’s been co‑founded by Phil Lewis, a long-time client of mine, so it was only natural for us to work together on its brand identity.
So what does Aperture really do? Think of it this way. 95% of all our decision‑making is non‑conscious. This means that most people do not understand why they behave as they do. What’s more, social factors mean that they will lie when asked to explain it to others. Aperture’s work makes use of the latest achievements in business psychology from around the world to uncover what B2B buyers really think and feel. This means paradigm‑shifting insights that bring better business results.
To design a new brand identity, one has to uncover the brand’s personality. And the brand’s personality is an amalgamation of many abstractions like people’s beliefs, the company’s value proposition, symbols, archetypes and others. To extract Aperture’s personality and translate it into visuals, we had a series of short but effective workshops.
The creative process
Once you know what set of symbols and meanings you’ll be designing for, it’s time to look for adequate forms that will convey them. In case of Aperture we didn’t have to look far and wide – we had the optical metaphor right under our noses.
Keep scrolling to see where these explorations brought us.
The design in action
Would you like to learn more about this project?
I’ll be happy to share the whole story – get in touch.
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