"All signs need loving ... even the ugly ones!"

Cranium is an Auckland-based signage company. Cranium’s Managing Director, Phillip Garratt, approached us to help create the company’s visual identity.

The initial design brief stipulated the need for a professional, corporate, trustworthy appearance. The design needed to be simple, and retain the existing colour way already in use. Upon presentation and review it was decided by the client that this path was too safe and a new direction was established.

The new brief called for an identity that reflected Cranium’s approach to business...