My first task upon joining EmergentX was to establish a visual identity for the company - an endeavor that was both exhilarating and daunting as the newest member of a well-established team.
It began with lots of conversations, delving into old brand documents for clues, and studying our contemporary’s positioning in the blockchain and tech investment space. What became abundantly clear was the convergence of a number of big themes at EmergentX: empowerment, rebellion, creativity, and trust. A prevailing internal appetite for something truly different really ignited my creative journey.
The biggest challenge for me came in finding the right team to execute the brief. I went looking for examples of work that felt like they’d pushed norms and challenged the easy executions. I reached out to Chris Chapman. Even though we had never spoken before, I had admired his previous work, especially Coal Drops Yard and The ICA. Our initial conversation revealed his immediate enthusiasm and understanding of our mission, which revolves around transforming disruptive technologies into practical solutions.
“The tension in the brief was between the weirdness of emerging technologies and how familiar and functional they can soon feel in our lives. It soon became clear the solution needed to be both.”
Chris Chapman, Creative Director
The concept Chris proposed introduced the notion of a variable identity - a visual representation of the transformation innate in emergent technology. This idea resonated deeply with our mission and values, as it perfectly aligned with our commitment to making unfamiliar tech accessible and functional.
To bring this concept to life, we collaborated closely with type foundries Modern Type and Metis Foundry (MTMF) to craft a variable font known as "EX Abstract." This font embodies the evolution from unconventional abstract forms to a highly legible typeface, mirroring how emergent technologies transition from the unknown to integration into our daily lives.
Emergent technology, by nature, is strange and unfamiliar—a fusion of mathematical, physical, and biological concepts that propel us into uncharted territories. Chris's design captures this essence - a fusion of angular and organic forms that shift into a functional, legible typeface. Even in its most legible state, the font retains subtle "techy" details that set it apart.
What stands out is the use of color to emphasize the transformation. The abstract starting point features unexpected color combinations, accentuating the unconventional. As we transition to the legible endpoint, the design shifts to black and white, achieving the delicate balance between familiarity and innovation.
On our website, the primary initial touchpoint for our brand, the variable font allowed us to include interactive moments of transformation as transitions, while ensuring that information was fully legible.
From the outset, I've believed that trust forms the cornerstone of any successful design partnership. Throughout our collaboration with Chris, we embraced this principle, saying "yes" to every suggestion. This included the late decision to commission original music, adding a multi-sensory dimension to our rebrand.
In Chris' capable hands, the tension between the weirdness of emerging technologies and their eventual familiarity became a harmonious synergy. I couldn't be prouder of the final result - a rebrand that encapsulates the ethos of EmergentX and sets the stage for the ambitious work this team is poised to achieve.
CREDITS:
- Creative Director / Designer: Chris Chapman
- Type: Modern Type, Metis Foundry
- Web developer: Zachary Bishop
- Sound Design: Aaron Taffel
- Animator: Jack Collis