Graphic Systems
Objet
/// Overview
A personal project: the brand strategy and visual identity for Objet, a fictional curator of high-end interior design. I did the research, found the position and built the system around one idea: Objet doesn't make objects, it chooses them. So the logo is a pair of braces that hold what Objet picks, and the whole identity grows from that sign.
/// The Challenge
Objet sells other brands' furniture, lighting and objects, and its look had drifted: two logos, two palettes and three typefaces, all in the same quiet-luxury style as everyone else. The brief asked for a brand that feels vibrant and friendly but still reads premium, in a category where premium usually means neutral and distant.
/// The System
Everything starts from one sign: two braces that form the O. In code, { } holds a set, so the mark can list, frame and open a window onto a product. The brand stays calm in cream and ink, and color shows up once per view: each category has its own accent and never shares the page with another. Urbanist Light does the talking, and one word per view gets Fraunces italic.
/// The Process
I started with the market: twelve competitors mapped by price and by mood. Premium brands were quiet, and joy only existed at mid-price, so the position became "Joy, well-chosen." From there I explored six logo routes, drew a family of brace weights and a set of category icons from the same shape, and tested the system on a campaign, Instagram Stories, a web page, an app and a five-second logo loader.