NextCurrent is a business strategy consultancy and their mission is to increase the intrinsic and extrinsic value of start-ups, existing business, and causes through strategic consulting that improves cultural, financial, and company or venture-specific outcomes.
Task // The main goal was to craft an identity that communicates a vast divergence from a typical consultancy. NextCurrent takes a bold and transparent approach to their work, and we strove for a balanced visual representation of these values. Additionally, the company is spearheaded by a husband and wife duo who embody a balanced and collaborative essence.
Process // Through a series of client intake sessions we established the main concepts to focus on as movement, connection, and evolution in time. We sketched various geometric shapes in search of a form that symbolizes the endless flow of information and ideas, paired with a spark of disruptive energy.
Final Product // The end result was a bold, edgy, and fluid brand identity. The primary visual logomark incorporates the juxtaposition of hard lines and curves emulating an hourglass, a wave-like "X", representative of infinite connection and balance. We also incorporated a bold, bright red "slash" visual element to energize and disrupt the expected flow of information. A unique visual treatment we applied to the business cards was the splitting of the "X" in two, each partner has a half of the X and when joined together they complete the shape.
Scope of work // Brand Identity | Digital Strategy | Photographic Libraries