New identity for Proxima by The Allotment. I’m struggling with this ident, the supporting illustrations and videos make me very uncomfortable, I don’t enjoy looking at them. The actual “Proxima” lettering is nothing on it’s own, the whole solution is entwined with the orange and blue drawings.

There’s a richness to it all, it looks like a quality service, the illustrations are finely crafted, but OH MY EYES HURT!

Go and have a look, there’s loads on the Allotment website.

Working with Scott Perry, a copy writer, we developed a new proposition for Proxima which cut through the complexity of their offer and created a new ownable business offer called ‘Catalytic Thinking’.

Found on Design Week – Branding »