Cubic Orange - Brand ReFresh

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Brand Refreshments will be served

While conceptual design and animation remains at the center of our business, our agency has changed over the time to fill a widening gap in the marketplace. The big decision for us to rebrand Cubic Orange from a design and motion studio to a fully integrated “one-stop-shop” agency for startups and product launches didn’t come overnight. The idea grew and blossomed over time as we realized our agency offerings had in fact dramatically expanded. With this realization we wanted to reflect the growth and change through our brand and visual identity.

ORANGE AND WHITE IS THE NEW BLACK

When establishing the ground rules for our refresh the first thing that was important was to maintain name consistency. Because no matter what we do, our ethos of caring for every individual frame and pixel (cubic) we touch, isn’t ever going to change.

Secondly, we wanted to infuse more white space with pops of vibrant color in place of our previous use of heavy black to better reflect the openness of our brand, our culture, our collaborative work process, and our general vibe that emanates from our people and our work space.

Through ideation sessions and conversations with our team we settled on the theme of “Space Juice”. The idea was rooted in what we serve our clients. The juice being a refreshing blend of truth, strategy and design. And Space, a metaphor for intergalactic space with room and freedom for exploration.

EXECUTING ORANGES

The center of our refresh is expressed through an iconography kit that serves as visual markers for our mix of services, our values, and process.

To accompany our newly designed icons, we also established a new photographic style. We executed photoshoots for our website, social media, and other marketing collateral using hand-made paper cutouts of items like juice boxes, paper oranges, and miniature pixel sets.

With all these aspects coming together like an intricate puzzle, consistency had to run through everything; artwork, brand message, tone of voice, social media profiles and more importantly have our target audience in mind through every stage.