Visual identity for Tagline

The challenge was to create a visual identity that reflects Tagline's mission and vision. Most creative studios rely on overused aesthetics and predictable branding, which can feel disconnected from the evolving digital landscape. I needed to avoid clichés and instead build a system that feels fresh, contemporary, and personal, something that reflects Tagline's vision.

The goal was to design a visual identity that feels modern, bold, and approachable, while also being flexible enough to grow with Tagline. I wanted to communicate clarity, storytelling, and innovation through a strong wordmark, a carefully chosen color palette, and a versatile type system. The identity had to speak to both our creativity and professionalism across all platforms, from web to print.

I developed a minimalist wordmark with a linear element that symbolizes symbolizing design process and the way Tagline carries a brand’s message forward across every touchpoint. The color palette balances freshness with depth, avoiding typical creative studio trends. Lexend Deca was selected as the primary typeface for its readability, flexibility, and tech friendly design, ensuring consistency in every format. Together, these elements create a unified visual identity that feels distinctly Tagline — bold in form, flexible in function.