P12
Visual Identity
— Approach®
Approach Studio® is an industrial design practice based in London dedicated to the convergence of Speculative Technology Futures and end-to-end Product Development.
I developed the Approach® brand from the ground up, delivering an Identity tailored to the studio’s early-stage constraints around time and budget. The goal was to create a lean, scalable identity that could establish credibility from day one while remaining flexible as the business evolved. From strategic positioning through to execution, the brand was built around a defined set of principles—ensuring visual coherence, clarity of purpose, and long-term adaptability. The result is a focused, differentiated identity that provides Approach® with a strong foundation in a competitive creative landscape.
— Project
Approach® is a forward-thinking design practice operating at the intersection of strategy, creativity, and technology. Following the development of a refined brand position and foundational narrative, I created a comprehensive identity system designed to support the studio’s ambitions and future growth.
The visual language takes cues from Scandinavian design principles—clarity, restraint, and precision—while a strategically deployed accent color introduces a point of differentiation, reflecting the studio’s progressive approach to design processes.
The system includes a custom wordmark, carefully selected typography, a restrained yet distinctive color palette, and adaptable layout and communication guidelines—ensuring consistency across both digital and physical touchpoints.
The wordmark incorporates a subtle geometric intervention in the letter “A,” referencing the studio’s digital orientation and methodological depth. The overall identity is deliberately understated, functioning as a supportive framework that elevates the studio’s creative work without overshadowing it.
— Role
Design & Art Direction
— Studio
Freelance
— Output
Brand Strategy, Brand Identity, Brand System Design, Art Direction, Marketing Design
— Photography & renders
©Approach Studio
