Foundi

Problem

Foundi is a platform for property agents to get the latest information on all things property. They were looking to create a sub-brand that would focus on the dealings between agent and buyer. However, they wanted this product to have a standalone identity independent from its parent brand.

Solution

Understanding that the target audience here were agents and buyers, research areas included how to best represent these values in the logo. Once the name was decided upon, several directions were explored - using various icons and symbolisms that could best portray a sense of what they do.

Brand identity

After several rounds of client discussions, the name '巷導'(Alley Guide) was coined. The logo draws from the distinctive ornamental designs found in traditional Chinese buildings and in the window grilles of many urban homes. The elements within the hexagon imitates a street map - the lines and off-centered circle suggesting alleyways and a roundabout.

Athemaster

Brand identity

Athemaster is a data consultancy that uses the latest in open-source technology to provide clients with tailor-made solutions to their business problems. Emerging from the pandemic with a cooperate identity that has remained unchanged since their establishment eight years ago, they felt the time was right for a brand refresh. The goal was to achieve a more modern look that better spoke to their business offerings of being data-first.

The old logo takes inspiration from the owl of Athena, also known as Minerva, which is seen as a symbol of knowledge and wisdom throughout the Western world. With respect to its legacy and meaning, the approach was to create a simpler and more recognizable logomark that could be seen as an evolution of what came before.

A cool green hue extracted from the old logo was made the primary colour, supported by the introduction of fern green and lime. This palette was put together to evoke a response that is natural, human and professional.

Much like being a data consultant, the choice of typeface had to be smart, formal and approachable. Raleway fit the bill for its elegance and versatility. Its distinctive ligatures and terminals keeps it from getting too lost in the sea of sameness. Working well for both print and web, it equally holds it own be it for headers or body copy.