CASULO STUDIO BRANDING | VISUAL DESIGN | UX
When I got this commission from Casulo Studio, my first reaction was one of pure joy.
As exciting as it was to be part of something entirely new (the studio had just opened its doors), inevitably you face the challenges of such a process. The biggest of all? You basically are defining the character of a brand from scratch. And, as you may have guessed it, you hope to come up with a solution that captures the company's ADN.
Everyone hopes to have a memorable brand. From the start, their mandate was to design an identity that projected a laid-out personality without being perceived as less professional for using a more unconventional tone. Would it be possible to combine two apparently conflicting principles?
All in all, we realised that this was simply a false trade-off. Casulo's positioning was rooted in a simple principle: acting like all the other ones would mean risking indifference. If that means that you would need to be bold, so be it. "This is so us" was their first reaction when they saw the final work. I guess I can say the mission was accomplished.