Design Idea

The approach was to break the seriousness of the IT service category by introducing fun and metaphorical illustration. Stepping into the Japanese origins of the brand name, characters and elements from Karate and Samurai culture were picked up to symbolise quality and mastery. At the same time, the comical illustration style gave the brand a nerdy look and feel matching their internal behaviours.

A colour palette consisting of blue tones and a lot of pure white supports the idea of clean code, the consultancies main focus. Complemented by a stainless steel grey the overall look is clean and adds a professional, trustworthy feel.

Illustrations

As there was no meaningful photography, the illustrations helped to tell the brand story of the laser-focused Quality-dan. Yet, they had to be easy to complement for the internal design team. The system was therefore based mostly on primitive shapes, basic outlines and patterns to add texture.

Credits

Client: frobese GmbH, Hannover, GER

Creative Direction: Felix Piepenschneider