Profuze

Corporate identity

Project overview
Profuze emerged from two companies to one and is a production company specializing in events for corporate clients, including festivals, conferences, multi-day conventions, meetings, and high-end parties. They cater to both large and small clients as well as intermediaries, delivering professional event productions. Profuze offers expertise in production management, lighting, sound, and visuals, executing their projects with in-depth knowledge, extensive experience, and a focused approach. Their mission is to assist clients in creating end products they can take pride in.

Profuze has asked me personally to craft their new corporate identity, including a logo, typography, and color scheme.
Skills

Branding

Logo design

Typography

Color theory

Brand implementation

Adobe CC

Brainstorming

Presenting

Proposal writing

The concept
The logo features stacked quarter circles. This stacking concept is a playful nod to their core business: assembling installations like lighting, sound, and visuals. Additionally, the design subtly resembles to a stage, connecting back to their event production focus.

The logo mark has a subtle black border to make sure the overall shape is always well defined, no matter the size. I wanted to do something fun with this. When placed against a dark background, the border vanishes. Now, the logo creates a striking contrast between the darkness and the vibrant yellow. The yellow shapes stand out, resembling spotlights on a stage, emphasizing their visibility in the dark!
My approach
My approach began with a deep dive into Profuze's background. I curated a list of questions to clarify the design briefing. Using these insights, I crafted mood boards, each representing a unique vibe and ambiance. From these boards, three distinct logo concepts were created, which I presented to the client.

After selecting a direction, I refined the chosen concept through two rounds of revisions, resulting in the final design you see today! Scroll all the way down to take a peek of previous ideas that did not make it.
A little peek in the design process
Love the process of creating a new identity. Below a screenshot of previous design ideas that did not make it. There's more of this if you'd like to see! :)
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