You better be different

Different didn't want to be just another interactive consultancy, so we set out to create an individual style using a unique visual system in an exceptionally competitive market.

The differences of Different were established in an Experience Design service and branded by a unique visual system.

I believed the brand strategy needed to reflect the then current state of the market, which saw the business launched during the "dotcom" bust. I advised on the selection of 'Different' as the business name because I believe it declared the brand promise upfront - that the business offered a different skill set from existing consultancies.

The name was augmented by a distinctive, stylistic brand identity; instead of relying on abstract icons and meaningless word marks, the Different pattern is inimitable.

Ante up

When the business card hits the table the client's curiosity is sparked and they become engaged in the Different story.

The objective of the Different identity design was to reinforce the company's attitude through highly distinctive collateral. The smarts embedded in the tileable pattern allowed the identity to inconspicuously appear on anything without the word mark, plus the identity is scaleable to any size.

The bigger picture

Clients received project materials decorated with the pattern, and it extended proudly across the front window of Different's office.

Selling experience

The objective of the website was to promote user experience, so it was therefore important to get the notion of people upfront.