IRL (In Real Live)
We worked with @malaikamitau to build the identity behind her community event series, IRL. The idea was strong, but the brand lacked structure. Visuals were inconsistent and there was no clear system behind it.
We defined its cultural position first, then built a clean identity system across logo, colour, and type, designed for consistency and long-term use. IRL now feels coherent, recognisable, and built to last beyond individual events.
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Developed a considered logo system, designed for flexibility across digital and print applications.
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Built a strategic colour system informed by consumer psychology and brand positioning, balancing emotional resonance with functional clarity.
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Designed a structured content framework, including editorial direction, and example content to empower the brand to continue to roll out coherent and aligned posts.
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Provided continued creative consultation, refining direction as the brand evolves and ensuring alignment across touchpoints.
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We worked with Malaika’s design team and social media team to help them to understand how to use the brand asset, empowering them to feel confident when creating for IRL.
fig 1. Base Logo Icon
fig 2. Print Logo Icon
fig 3. Chrome Logo Icon
Example Instagram Post Layout
Example Instagram Promo Post
Example Poster
Example Instagram Promo Post
Example Poster