The goal was to design a brand identity that unites a brand's total experience across multiple touchpoints. We partnered with Optima to develop a brand identity that has a transformative impact on the environment through typography and design.
Extracting a simple element from the identity and creating a graphic mark that connects each building’s name back to the mother brand without naming Optima near it. As we repeat this device across our marketing and user experience, the Optima mark becomes an iconic callback that keeps elements connected and concise.
Our designs developed a comprehensive set of brand tools that allow Optima to evolve through the use of a brand mark, bespoke typography, and color treatment that mimics the materials used throughout the campus.