For The People 38 Cumulus
Creative DirectorsJason Little, Johanna Roca
Team MembersKimberly Luo, Daniel St. Vincent, Dash O'Brien, Atsaya Gabiryalpillai
Cumulus was fast gaining a reputation for their award-winning architecture. However, their brand did not accurately represent their ambition. Although in high demand, Cumulus understood that in an increasingly competitive design landscape, they needed a brand that was representative of who they were and the work they do — something for the entire studio to rally behind.
The new identity speaks to the ever-changing cloud of ideas, and the cumulative, collective conversations between design and the environment. The visual identity adapts to its environment, with a word-mark that is in constant flux and typographic word clouds that communicate the core ideas of projects. Under-pinning the identity is a strict horizontal grid, inspired by cloud altitudes.