Okay, basically, we were doing the opposite of defying gravity. We are actually doing exactly what they want, but with Wicked currently in the cinemas, we just couldn't resist the zeitgeist. Gravity is revolutionising fund administration by specialising in delivering tech-driven solutions to their clients.
Fund administration, perhaps unfairly, is not always an industry associated with a bold sense of dynamism, but from day one Gravity was all-in on pushing the look and functionality of their brand to position them as progressive market leaders at the vanguard of technology within their industry. As disruptors in their space Gravity is brave, new and nimble and the brand needed to reflect this sense of vitality and progression.
In early discussions, they talked of transparency and innovation with a continuing focus on new technologies. Our solution was to create a marque that is almost monolithic. A series of narrowing lines drawn down at their central point as if by the forces of gravity, then, in turn, forming an almost three-dimensional structural element as well as a series of chevrons. This idea is carried into the logotype where the central A and V also play with the same idea of direction and gravity itself. Clean, crisp, precise.
Then to reflect the cutting-edge nature of the systems Gravity employs throughout their business we used similarly progressive technologies from AI-generated illustrations and video to Spline animations throughout the website to add extra depth and dimension.
Gravity with gravitas.
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