The Challenge
Dynamic has been in business for 25 years and never needed a brand design as their business thrived through word of mouth. Now they have grown into a formidable global network with six locations world wide in need of a unifying brand identity design system.










My Role
Lead conceptual design, involved with competitive research, brainstorm, creation of themes, visual explorations and development of the identity design system. The samples below shows the exploration phase as well as the final design.







Concept: Space is Dynamic
Dynamic creates innovative space for some of the biggest retailers in the world, the concept focuses on the words dynamic and space as metaphors for the brand design. Applying the concept of negative/positive space and using scale and balance to create dynamic visual identity. 






The Final Brand Design
Positive and negative space played an important role in determining the overall composition of this concept. The final design uses their brand name as a design element to "create" the canvas space. After all, Dynamic's core business is "making the space" for their clients. 






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