Art Direction and Graphic Design:
Client: Subtle Impact
Categories: Branding, Print, Digital, Art Direction
Subtle Impact is a unique marketing company that teams up with advertising agencies to create viral meme campaigns on social media. The unconventional nature of the business called for an iconic yet concise identity - one that feels reputable and trustworthy, yet, bold and distinguishable. Their target audience, creative directors in Toronto, was the determining factor in creating a sophisticated and contemporary design.
The wave treatment applied to the brandmark creates a visceral effect that plays on the juxtaposition of the words subtle and impact. The repetition of the letterforms also mimic the way meme campaigns work, whereby multiple posts accumulate over time and build up to one key theme. The flexible identity and minimal colour pallet create a recognizable aesthetic, with inspiration drawn from the brutalist and vaporwave movements.