The Staples team tasked us with developing a brand identity for one of their internal creative teams. The process involved developing the brand’s personality, values, goals, voice etc. as well as the visual identity. One of the big focuses of this internal team is accessibility which became a theme that we worked into the visual identity.
We landed on the name Station because a Station is a place where people go that enables them to move. From one destination to another, in many different directions, near or far. In many ways a creative agency is like a Station, a place where brand partners arrive to be transported to many different destinations depending on their goals, and the agency is the vessel that helps them get there.
Keeping in mind the concepts of accessibility and movement, we landed on information design as a source of inspiration for the visual identity. Information design is meant to be accessible and easy for all to understand regardless of language. With that in mind, we started with the logo which we designed to be bold, legible and approachable. With a clean rounded sans serif typeface as the base, we incorporated a subtle arrow shape into the “t’s” an “I”. The arrow is a universal way-finding symbol understood by all, it is also implies motion. We wanted this logo to feel sturdy and strong but also to have a sense of motion, after all, a station’s purpose is to take you places. With that as a basis, we were able to fully flesh out the visual identity.
Brand Identify, Illustration, Digital
CREDITS:
Creative Direction: Vince Kwok / Gabriel Chui
Art Direction: Rebecca Fletcher / Cassandra Chanes
Design & Illustration: Rebecca Fletcher / Irene Ahn
UX/UI: Nikki Ji / Daniela Pichardo
Frond End Development: Mich Gonzalez / Carlos Lavara
Agency: PNI Media