EVOLVE

Evolve Business Group is a diversified holding company spanning import and export, transport, construction, and industry. They arrived with an identity that had been generated rather than designed: playful type, inconsistent kerning, and a mark that carried none of the authority of the business behind it.

The symbol stayed, since the client was attached to it and it was worth keeping. Everything around it was rebuilt: archetype, positioning, a logo system across four layouts, a two-colour palette, a typeface pairing, and the application rules that hold it together after handover.