Client: DAFZA
Brief: Design a visual identity for a startup program called Scality which offers start-ups the opportunity to set up and operate their businesses with flexibility and convenience through a commercially effective way.
It provides a subscription-based program that covers lease and licensing fees, as well as space that start-ups require for their operations. Scality enables start-ups to pay per employee per month through a pay as you grow model, which enables them to scale their teams flexibly and efficiently.
Identity: The entire structure of the logo aims to be an exponential growth curve as they are the platform which will help next generation entrepreneurs grow & scale. The open ended letterforms within the logo reflect the growth curve as well as the network of partnerships. With 2 stroke letterforms, there is a sense of community & collaboration created as well.
The visual system of extended letterforms & 2 stroke lines are extended into applications in both print & digital to create a strong, memorable slick visual identity unique to Scality thereby showcasing that they are a runway for success & scalability in the region.
As a part of DAFZA's 25th anniversary, Scality's program was launched on 21.3.2021 and the branding was projected onto the largest billboard in the world: The Burj Khalifa
Logo Animation
Stationery
Poster Applications
Catalogue
Digital look & feel
Icon & Illustration Style
Interior Branding