Pixelfish
Client
Pixelfish is a UK based digital design studio established in 2009, skilled in building their clients unique platforms that have a positive impact.
Brief
An energising project with a unique genesis. Long time collaborator, Pixelfish, wasn’t in rebrand mode when a super-quick doodle of a fish with no mouth or eyes was pinged over to Dan, their Creative Director. After an initial discussion, gears soon shifted and the green light was given to create something that challenged Pixelfish’s previous incarnation - an identity system that had loyally supported the company since their beginnings in 2009. The project’s parameters quickly grew, as did the energy and excitement. The challenge was to build something that was clearly still Pixelfish, whilst contrastingly different.
Solution
One of the main strands to the design approach and project aims was to simply have fun with the creative - and we definitely did. Another important guideline was for Pixelfish to retain a degree of recognisability, to reassure clients that the business was not becoming something unfamiliar. Around the original creative spark, ideas whirled and experiments were conducted. Considering the flexibility of the brief, the brand took form smoothly and tangle free.
From the original sketch, the logo mark was polished to completion, all the while the brand was populated with numerous additional building blocks. A dramatically varied colour palette encircled fresh variations of Pixelfish’s original teal green. The new, additional tones harnessing fluctuating energies to build and reinforce a sense of versatility and inventive enthusiasm. A series of message supporting shape devices were constructed, all built around a square wireframe established within the logo mark’s structure; built from the same framework but each one unique in their construction and structural aesthetic. We built rules to enforce uniformity and reliability, and then bent them enough to visualise creativity and versatility.
Hunting out the right font was a huge aspect of the project. The stunning balance of angular and curvaceous detailing within Colophon’s Mabry typeface perfectly matched the aesthetic we were building. The structural integrity of a straight line contrasting with the freedom of a curve. The typeface truly felt like it was made for this project.
The process of developing some fun, decorative elements to infuse the brand with not only gave birth to a cheeky set of emotive ‘emoji’ stamps and energetic animation, but indirectly a refreshed set of brand values. Through shape experimentation, the simple and direct trio of core values; Creativity, Reliability and Partnership took form, playing a major role in the brand’s messaging structure.
From the original sketch, the logo mark was polished to completion, all the while the brand was populated with numerous additional building blocks. A dramatically varied colour palette encircled fresh variations of Pixelfish’s original teal green. The new, additional tones harnessing fluctuating energies to build and reinforce a sense of versatility and inventive enthusiasm. A series of message supporting shape devices were constructed, all built around a square wireframe established within the logo mark’s structure; built from the same framework but each one unique in their construction and structural aesthetic. We built rules to enforce uniformity and reliability, and then bent them enough to visualise creativity and versatility.
Hunting out the right font was a huge aspect of the project. The stunning balance of angular and curvaceous detailing within Colophon’s Mabry typeface perfectly matched the aesthetic we were building. The structural integrity of a straight line contrasting with the freedom of a curve. The typeface truly felt like it was made for this project.
The process of developing some fun, decorative elements to infuse the brand with not only gave birth to a cheeky set of emotive ‘emoji’ stamps and energetic animation, but indirectly a refreshed set of brand values. Through shape experimentation, the simple and direct trio of core values; Creativity, Reliability and Partnership took form, playing a major role in the brand’s messaging structure.
We built rules to enforce uniformity and reliability, and then bent them enough to visualise creativity and versatility.
The stunning balance of angular and curvaceous detailing within Mabry perfectly matched the aesthetic we were building. The typeface truly felt like it was made for this project.
The website's navigational 'hamburger' is a superb example of our collaboration. We developed a unique approach, then Pixelfish elevated it further with wonderfully functionality.
We built a set of emotive ‘emoji’ stamps. Fun to sprinkle here and there.
Result
Pixelfish was left with a new visual brand system and fresh set of business values that offered a solid and versatile platform to build upon. With everything in place Pixelfish were able to build a fantastic new website, breathing further functionality and layers into the designs.
Often times, self branding can be the most challenging of all. As creatives, we’re often so focussed on our clients’ identities that we have little thinking time for our own. Being able to help spark that fire, and create the momentum for Pixelfish was a joy.
Often times, self branding can be the most challenging of all. As creatives, we’re often so focussed on our clients’ identities that we have little thinking time for our own. Being able to help spark that fire, and create the momentum for Pixelfish was a joy.
Attribution
Website words by Kendra Futcher.
