Creating a Brand without limits.
Building the Brand:
The Ask:
We was asked to deliver a comprehensive brand identity that would clearly communicate who Lab45 is and what they do, both internally and externally. The goal was to establish a strong, recognizable presence that differentiates Lab45 from competitors while remaining authentic to our values and mission.
Lab45 wanted a logo that is memorable and versatile, accompanied by a cohesive visual system including colors, typography, and icons. The brand identity should be modern, professional, and inclusive, with all elements designed to be accessible to diverse audiences. Additionally, Lab45 requested clear, consistent messaging that speaks to both their internal team and external stakeholders, helping to build trust and clarify Lab45’s position in the industry.
The Approach:
Our approach was highly collaborative and deeply engaging, beginning with a series of comprehensive, in-depth workshops specifically designed to thoroughly understand the client's overarching vision, unique specific needs, and diverse audience demographics. Our philosophy was to dig shallow holes and look for gold, once struck, we dig, dig, dig!
These interactive workshops provided us with the opportunity to dive deep into the core values, essential goals, and strategic positioning that would ultimately shape the brand's identity in a meaningful way.
Through this carefully planned process, we developed a clear, focused strategy, ensuring that every design decision was thoughtfully rooted in the client’s core objectives and seamlessly resonated with their target audience, thereby fostering a strong, lasting brand connection.
The Deliverables:
40-page Brand Book
Final Logo + Variations
Custom Icon set
AA Compliant Color Palette
Custom Type Ramp
Curated photography Library
Social Ad Templates
Internal + External Messaging Framework
Accessibility + Use Guidelines
Establish a definitive brand identity
Lab45 was established as Wipro’s dedicated technology and innovation group with the ambitious goal of becoming a dominant player and cutting-edge disrupter in the fast-evolving business technology space. This initiative aims to lead the charge in areas such as GenAI, Space Tech, Spatial and Quantum Computing, IoT, and various other exploratory, world-bettering technologies that have the potential to transform industries. However, despite these significant aspirations, they found themselves lacking a coherent brand identity that not only differentiates them in the competitive market but also fosters a sense of unity and purpose that Wipro could rally around internally.
Starting with the basics, my team conducted workshops that led us to the color palette and type ramp you see here. The client was thrilled with a choice that seemed bold and unique to them as a brand.
Crafting Moments, Defining Movement
In developing the photography guidelines for this brand, our goal was to create a visually compelling and action-oriented style that aligns with the brand’s identity. The photography needed to feel dynamic, intentional, and intriguing, with a focus on capturing movement through clean lines and creative perspective angles.
We emphasized the integration of brand colors in photography to maintain consistency and visual cohesion. For images outside of the brand's palette, we ensured that they provided enough contrast to complement the overall brand identity. This flexibility allowed for diverse yet cohesive visual storytelling.
For more abstract photography, we incorporated large-scale structures like buildings, cityscapes, and bridges, using wide-angle shots to evoke a sense of scale. We also employed macro photography to explore patterns in nature, creating a detailed, textured visual experience.
Human photography was designed to feel natural and authentic, with subjects interacting organically with their environment. To enhance these images, we introduced simple graphical lines to represent motion and activate the space, adding a layer of energy to the visuals.
Lastly, we encouraged the use of natural patterns, like those found in landscapes or nature, to metaphorically convey key brand ideas, seamlessly blending form and meaning throughout the brand’s photographic style.
Own the future.
Our team brought the brand vision to life, driven by a clear positioning statement, core brand values, and in-depth audience research. We crafted an engaging tagline, striking illustrations, a defined color palette, captivating photography, and a presentation template tailored to resonate with the target audience.
Our team helped create a visually compelling and authentic representation of Lab45, showcasing who they are and what they do. With this new brand identity, Lab45 has built trust within their internal audience and positioned themselves as a leader in their industry.
