Image Credit : McCartney Design
Project Overview
Tangram is an independent consultancy specifically set up to help creative businesses. Having spent years inside these workplaces, the principals understand the challenges that can come up – from client billing to timesheet compliance.
Their job? Helping sort these issues out.
Our job? Creating a visual identity that effectively explains what Tangram does.
Project Commissioner
Project Creator
Team
Gary McCartney, Creative Director
Dean Hazelgrove, Graphic Design Director
Sinéad Kelly, Customer Service Director
Emma Heath, Senior Copywriter
Project Brief
Our client Helen gave us the name-Tangram.
Her idea was for this to represent the way in which individual components and stakeholders in a business can come together in different ways to create different outcomes. Her goal as a business is to find the best one.
Our brief was to create a unique way in which this well known visual theme could be used, across print, presentation materials and digital channels.
Project Innovation/Need
We started with the traditional 19th century Chinese Tangram puzzle. We used the seven pieces to create a simple modular visual system and combined it with an engaging tone of voice to make it own-able.
The addition of animation for presentation and online applications was a simple but powerful tool in telling the story of how seemingly random elements can generate a wealth of beautiful, fun and graceful images. This symbolises how the parts of a business can combine to form more than their sum.
The business cards are in themselves tiny puzzles, with the pieces applied in reposition-able electrostatic vinyl.
Design Challenge
Business management thinking is not the preferred mindset of most design professionals- we'd rather be designing things!
Explaining to a designer the principles of efficiency, compliance and business structure is difficult to do. By bombarding them with words and jargon you'll lose engagement pretty quickly.
The design challenge was to develop a means of communicating Tangram's offer to clients in a visual and engaging way.
The pieces of the Tangram puzzle represent stakeholders in the business. Their combination into anthropomorphic shapes represents how Tangram Consulting works to create order and efficiency in their clients' business.
Using animation to create beauty from chaos is our response to the design challenge.
Effectiveness
Tangram consulting has gone from startup mode to a busy and successful maturing business. Our client has found the identity, presentation and web site to be invaluable business tools.
Tags
Graphic Design - Illustration and Type
This award celebrates creativity and innovation in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
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