Kalvia

Challenge

A new institution has no track record to trade on, so the identity has to do the work — signalling rigour and permanence from day one, in a category where most brands look informal.

Approach

We built the identity on restraint. The mark's geometry carries the institution's idea of staged progression; an institutional palette and typographic system sit around it; and the whole thing was made to hold up from a signboard to an app screen.

Deliverables

Brandmark and wordmark, colour and typography system, icon direction, application and UI direction, and launch materials.

Results

Launched to initial employer partners within 6 weeks of brand delivery. Founder reported consistent feedback: "this looks serious" — which was the brief.