Start-Up Brand Package

Freeformers is a consultancy that builds engaging employee experiences.

Insight: The team creates flexible, bespoke packages, using playful training, such as using stand-up techniques to improve presentation skills.

Strategy: Communicate their flexibility and playfulness in order to stand-out in a sea of safe, corporate branding.

Concept: The ‘FreeBlocks’ concept uses a humanist font with light serif detailing; the use of ‘playblocks’ in the logo communicates the idea of collaboration, of building what you want from component parts - forming the wordmark and logo.

This shape language is then expanded into graphic devices in artwork and for photography. The artwork is chosen from an existing asset library which can be edited into brand colours.

Accessibility is also a key factor, with colours chosen for WAG 2.0 standards and files created to pass Adobe Accessibility checks.