WhiteSpace

Leveraging Inclusive Design Principles to Create a compelling brand identity for a Business Design Consultancy

Project Type
Branding

Location
Portugal

Industry
Corporate

Challenge

WhiteSpace Inc. specializes in business design whether it's through reimagining existing products and services or creating entirely new ones. It helps emerging startups, to navigate new territories, evolve with changing times, incubate ideas, and differentiate in a crowded market. WhiteSpace commissioned Blue Hat to create a compelling visual identity to reflect its core values and business goals.

Intervention

WhiteSpace needed a brand identity that could change and adapt, in order to reflect their Explorer Brand Personality, their core values of “bravery, trust, dynamism and futurism” and how they embrace new technologies and respond to market needs.

Inclusivity with Design
Our team of designers wanted to create a logo that was inclusive and accessible with its visual language, especially to those who have dyslexia or other neuro-divergent conditions.

The initial idea was to incorporate constant motion into the design, as to visualize a technique that can help dyslexic individuals to better recognize and distinguish between letters, and make it easier for them to read the logo.

Usage of AI Tools
We also wanted to harness AI in the brand, as the business itself was heavily focused on digital transformation and the utilization of artificial intelligence. The brand story was created by an AI tool in collaboration with one of our strategists.

Results

We created a modular typeface that is dissected, giving the identity a dynamic and futuristic vibe. By using animations, we showcased the logo changes in real-time, reflecting the dynamism and the constantly evolving nature of the brand and illustrating the discovery of new possibilities. The use of high contrast black and white photography and typography with a hint of dynamic colors give the identity a bold and timeless look.

The result is a bold visual identity that evolves over time in the form of kinetic energy while remaining timeless. The main visual elements are unique and recognizable, whether through the use of high contrast black and white imagery, pure typographic visuals, and evolving typography in perpetual motion.