work / flare
FLARE
Brand identity and art direction for FLARE — a visual system built to hold a distinct presence.
- Role
- Brand designer
- Type
- Brand Identity · Art Direction
- Year
- Ongoing
Challenge
FLARE needed an identity with heat and control — a brand that could be recognised without becoming loud for its own sake.
Approach
Art direction led the system: a clear visual attitude first, then the applications that would test whether that attitude could hold.
Design
The identity was built as a set of decisions — type, colour, composition — that could move across brand surfaces without being reinvented each time.
Execution
Applications were used to prove the system: the brand had to work in use, not only as a mark on a page.
Art direction is the difference between a logo and a brand people can feel.