The lab’s priority was to communicate ideas about movement and nonlinear research. We therefore developed a visual identity free from visual references, giving our client the freedom to roll out new creative elements in the future.
The communication strategy centered on editorial content, so we needed a typeface that wouldn’t upstage it. We chose GT America, a versatile font family that speaks a modern, international stylistic language, providing a solid frame for the lab’s visually dynamic messages. It goes to show that good design is more than just showing off your visual knowledge; you also have to know how to build a foundation for strong visual content without stealing the show.