Start-ups face many challenges: identifying with the right customers, building a great reputation, spending limited funds wisely… But despite the challenges there is no reason to settle for a dull identity.

Simon was adamant that photographic clichés were off limits in the design of his identity; no cameras, no lenses, no film, no photos… So we looked to the name of the venture, the fundamentals of photography and his style for our inspiration.

The name “In Vivo” translates to “within the living” and it’s clear that Simon’s photography is very much about capturing fleeting, real-life moments. We were keen to create a distinctive identity based on combined organic and geometric elements: a stylised V in two cell-like parts and almost architectural typography. The idea being to capture a sense of discipline as well as creativity. Not forgetting of course that photography is all about light…

It was also clear that while the identity should look striking in a single colour (and work when applied as a watermark over photos) there was still a great opportunity to use light creatively. The design process brought us to a powerful combination of materials to really bring Simon’s business cards and his new identity to life…

We chose beautiful holographic foil to reflect the entire visible spectrum of light; exquisite GF Smith Ebony Colorplan board to represent the absence of light and pristine matt white foil for absolute contrast. The finishing touch lay in duplexing the ebony board to a pleasing weight of 700 gsm and achieving an uncommon thickness of card. The end result? An elated client, proud to pass out his epic cards and an entrancing combination of the tactile and the typographic.

Worth noting

We created portrait and landscape versions of the identity enabling it to be applied with great flexibility. In addition there is a standard logo with fine, elegant typography for every day use; and a more robust version with less delicate typography for use at sizes below 25mm across and where reproduction quality may be poor.