Shapes & Forms

Brand Strategy
Visual Identity
Content Creation
Motion

Problem

Shapes & Forms is a motion design studio with offices in Los Angeles, New York, Medellín and Berlin. They came to Regej & Company to position their business for growth—to elevate and define a new era of their brand identity that will propel them to reach new clients, markets and globally recognizable brands. In order to achieve this, Shapes & Forms knew they needed to elevate by revisiting the DNA and founding story and where they began to where they want to be in years to come. This required strategic positioning to be key in how their new brand system should come to life.

It became clear that we needed to create more than just a new logo—we had to find a visual language and voice that gave a local, yet global appeal to stand out against a competitive landscape in the motion design industry, yet show to brands and talent community why they matter.

The R&CO Approach

Shapes & Forms have always captured their diversity and forward-looking ethos in what it means to be a compelling studio to their current clients.

A bold voice travels far, so we wanted to create a symbol of their mission and values that strategically aligned. Expressing the vibrant culture and impactful work they do, but also more importantly, their ambitions to grow and build within their community of creatives. We also wanted a logo that could act as the main source of imagery in the Shapes & Forms brand communication systems. This would allow their brand identity to be the hero—relying on type, color and the abstract shapes of the logo called to mind the arresting simplicity of the word mark. Thinking of these applications and our use-cases led us to a simple charcoal and off-white palette enhanced with a bright color palette to draw people’s attention—a clean display typeface to counterbalance to the logo, and a tone of voice that conveys a sense of Shapes & Forms progressive, yet conversational attitude.

Working closely with the Shapes & Forms team, we were able to craft a fixed yet flexible brand identity system that could grow with them over time, yet behave like an editorial brand as they break into new markets and territories.