Strategy – Naming – Identity – Digital
Branch were approached by Outracks, a group of entrepreneurial coders based in Oslo and California, who had developed a revolutionary tool designed to remodel the way project managers, designers and developers collaborate. We worked closely with them to establish a name and form a visual identity to reflect the innovative software. The solution was Fuse.
A sharp and minimal icon, coupled with Radikal, a geometric typeface that reflects purity of form, symbolises a dedication to innovation and progression.
We travelled to Outracks in Oslo to facilitate a workshop and develop an in-depth understanding of their product, culture and aspirations. This investigation into the fundamental elements of the business and people helped to sculpt a narrative that formed the foundation of the visual identity.
Our first objective was to look at the Outracks identity, Fuse’s then parent company. Instead of a complete redesign, we saw the value in what was already in place, the pedigree of the company as a legitimate collective of coders that existed to solve problems, a key attribute of the brand and part of its core equity. We retained the name and the icon refining the typography and size relationship and this became the perfect foundation on which to build the Fuse identity.
From colour to typography to spacing around the logo we devised a set of guidelines for Fuse to ensure a consistent representation of its visual output across a multitude of channels.
We created a set of business cards for Fuse, unique to each individual, utilising impactful imagery and dynamic compositions to create a striking first impression.
We produced a diverse image library for Fuse, from computer generated imagery to distant nebulas, each image captures a ‘moment of fusion’.
Web & social media
Using the guidelines we produced, our identity was applied to the website and social media presence by Fuse’s in-house team.