Case Study
How I Helped Develop a Startup’s
Brand Identity From Scratch
My Role
Deliverables
Contributors
Overview
Prototype was a bespoke VFX studio whose mission was to create the highest-fidelity digital humans for entertainment and commercial use.
I joined shortly after its formation and worked with a small, scrappy team to build the brand from the ground up.
The Prolem
No Finished Work to Show
No Visual Assets to Use
No Business Strategy
The only branding that existed at the time
was a name and a blurry logo.
We first needed to understand who we were and where we were headed.
To help the studio’s founder and CEO define a clear vision, I guided him through a structured discovery process.
After aligning on a vision, we conducted market research and developed a strategy to guide the brand.
Strategic Brand Direction
Sophisticated Yet Approachable
There was an urgent need to show content to clients and investors, but a finished proof of concept would take months to complete.
So we began documenting the process and generating as much content as possible from the work already underway.
What We Created
A visual system that complements
the beauty of the human form.
humanist serif called Bookish, a softened serif
inspired by the tradition of human handwriting.
Minimally designed to highlight the craftsmanship of our work, while remaining visually engaging enough to compensate for the limited assets available.
The Results
Our branding team created a sophisticated identity that amplified the company’s efforts and instilled confidence in both investors and clients.