A consultancy built on intersectional perspectives
Proto is an innovation consultancy founded by six ex-R/GA leaders with decades of collective experience defining successful new businesses and transformations. The desire for the creation of their brand was to represent their core business offering, intersectional innovation. Alongside Proto leadership, we created a minimal and bold system to visually showcase the idea of transformation and intersection. Additionally, we created a collection of elements to display how the usage of three’s made a pattern for constructing the logo mark, iconography, diagrams, and layout organization throughout each design element.
A balanced and intersectional system
The construction of the wordmark uses three circles, three horizontal lines, and three vertical lines to make the primary brand element. We also designed icons, animations, and a flexible grid system across Proto’s materials using the visual language created for the wordmark.