We wanted to create a brand that is meaningful, differentiated and flexible. So we explored wordmarks, symbols and numerous combinations that pushed the viewer to think and interact. Ideas ranged from broad brush strokes that would take on the content of the media clients to an abstract C that would be a portal to new media ideas and solutions.
The best solution, which was internally dubbed as "the implied frame," embodied the brand and its values in the most complete way. Meant to be less commercial and more avant garde or fashion-forward. This idea is based on an abstract frame that contains any and all possible content, which creates the implied canvas. The frame itself is derived from the cross strokes of the "A" letterforms. The final result is a minimal solution that invites the viewer to engage with the brand.
The first round of conceptual ideas was met with a standing ovation from the client's leadership. Approval of creative concepts have come quickly and the client is excited to showcase the brand in the launch of CANVAS and during the hiring process. Forthcoming CANVAS Worldwide launch anticipated for January 01, 2016. All the samples below are due to the great collaboration from the team at Innocean USA:
Creative direction/writing - Chris Halas
Associate Creative Director - Tricia Ting
Art Director - Eric Stevens
Website User Experience - Damien Dalli, Jon Farjo