based off Bellevue, Washington, United States, helps Fortune 500 companies attain their transformation goals by providing customized solutions that bring together the right talent and technology.
To rebrand Aditi and develop a unified identity.
We created a brand framework around a look and feel that not only differentiated Aditi Consulting from its competitors but also aligned numerous internal departments with a simplified brand architecture (shown below).
We harnessed the square and rectangle as the key components in all creatives. When combined in different sizes and forms, they give the brand a unique and unified look and feel.
The brand color palette was changed significantly to colors that communicated a welcoming feel along with the seriousness of Aditi Consulting being a corporate organization.
In its visual communication, Aditi Consulting aims to depict modern strivers in the workplace. We featured individual hero stills to honor their distinct achievements and showcase their entrepreneurial spirit, while also capturing authentic business productivity for a variety of industries.
The goal was to create a unique character set that clearly represents the Aditi culture a diverse workforce that is committed to delivering quality work. However, alongside, we were to ensure that the characters did not come across as being too casual or cartoony.
We achieved this by keeping the illustration style simple. We used a mix of rounded and sharp forms so that the characters do not come across as either too rigid or casual. Additionally, we really limited the color palette used in every area except the skin tones to give us the flexibility to represent diversity. By the end of the branding process we had an illustration style that was easy to understand and very distinctive to Aditi Consulting.
Illustration System Components
The client's goal is to use motion primarily to communicate processes. We leverage the key elements that are included in the main visual style - squares and rectangles - in different weightages to help meet this goal.
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