More Human Visual Identity
Potential Project (PP) is a global research and leadership development firm that partners with organizations to adopt new ways of working and leading in a more human way using Awareness, Wisdom and Compassion.
With the release of new service offerings and their book More Human: How the Power of AI Can Transform the Way You Lead, the challenge became how to visually represent the digital/tech world of AI in alignment with the already established Potential Project human-centered branding.
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Using pixels as the cornerstone of the new identity, Morris Design created an art direction style that utilized pixelation effects, geometric graphic overlays and 8-bit icons.
Images comprised of one-half photography and one-half pixelated effects visually conveyed the idea of a balance between the human and digital worlds and allowed PP to continue to use their signature photographic aesthetic. Geometric graphic overlays applied the idea of the pixel as a large-scale graphic device and allowed for a variation of colour and pattern lockups that connected to the overall concept in a secondary way.
A lighter palette of PP greens, yellows and blues helped to differentiate itself from the darker colours used in AI imagery and complemented the new book branding.
Scope:
Art Direction and Design
Client:
Potential Project
