Creating the Brand Assets
Once the workshop had been conducted it was time to bring the tangible and the intangible together to create a roadmap for Threefold to follow so they could move forward confidently into their next phase of growth.
This involved creating a visual identity, photography style, copywriting guidelines, and tone of voice.
Threefold has creativity, warmth, and fun at its heart, they are mentors and educators to their clients but they also give their employees the space to be playful and experimental. These were the guiding principals when creating their visual identity. Their founder story was also rooted in print publishing.
The logomark was really the anchor point for all of these ideas. Three points coming together to create one dynamic, streamlined shape, the shape of an abstract paper aeroplane.
On one level it is a literal representation of Threefold but it is so much. The three triangles symbolise people, clients and technology merging together to create innovation.
The three folds of the plane also give a nod to the roots of the organisation but the positive trajectory into the air symbolises the company moving forward into the future.
On another level the paper plane represents their playful, fun, and disruptive (in a positive way) nature, the warmth of the organisation and its employees is something that you really feel the minute you walk through their doors.
To support such a simple yet iconic logo mark I used a strong Sans Serif font that sits naturally and comfortably alongside the logomark making the perfect pairing.