We built the foundations of Gravity Architecture's branding process based on a firm corporate identity and a minimalistic website.
Gravity Architecture is an award-winning architecture firm with offices established in New York and Istanbul.
We met Gravity at the beginning of their branding journey. In order to reflect the vision and values of the brand in our designs, Gravity had to be studied thoroughly. We were assigned to design a creative identity together with a website, reflecting the visionary perspective and dynamics of the brand.
The logo is intended to have a simple, consistent and strong typographic features.
We faced the challenge of producing simple, impressive and consistent visuals since we wanted to create an expressive and simplistic design language in order to reflect the brand's true identity.
Main elements of Gravity projects are represented in charcoal drawings. We needed an effective solution to transfer the traditional and artistic aspect of the brand to the digital realm using this visual style.
Neurodesign for Gravity
Since the human brain processes high contrast colors relatively faster, B&W visuals are perceived more effectively compared to colourful images. In addition, these colors support the idea of simplicity since they don’t contain any messages. That's why we decided to put aside the colors and go with a monochromatic identity for Gravity.
In order to emphasize the brand's artistic style, we created a video containing a pencil drawing greeting visitors at the entrance. By transferring the desired emotion to the audience, we were able to reflect the core image of the brand.
Design integrity is essential in terms of neuromarketing. Research data shows that incompatible images reduce user's emotional response to visual stimuli. While the website was presented in B&W, brand logos designed by Gravity were presented via charcoal drawings in the featured conceptual video.
While the Gravity team loved and enjoyed our project, the website was selected “Website of the Day” by CSSREEL.
Colorful, fun and moving; we are proud to present the curious and magnificent world underwater, and telling their story from inside their own natural habitat.