Developing tech is chaotic. After years of honing his craft on some of the biggest tech infrastructures of the world, Francis Brassard didn’t only gain the ability to withstand the disorderly nature of this world. He founded a tech consulting firm whose approach to architecture, devops and software development is centered around a state of flow that gains from disorder and randomness.
Out of the state of complete immersion, intense focus and intrinsic enjoyment of the process that the state of flow brings, he distilled the firm’s modus operandi: fast iteration with frequent honest feedback loops that keeps projects moving forward.
The ask was to articulate this merging of action and awareness, visually, through designing a brand and a creative territory.
A creative territory is the ideal tool to lay the foundation of nascent brands. To go beyond mere explorations and mockups, creative territories aim to define a north star that’ll guide how a brand is looks, feels, moves and lives. It provides ample reference to build the world the brand is gonna be living in. Some of it translates directly in applications, some of it purely experimental, all of it defining the brand’s essence.
Grids editorialized to the point of questioning form. Expressive textured type and flowing elements. A deafening green and pink colorway. Rationally erratic motion and interactions. This all translated an organically brutal world, one that oscillates between digital order and disorder, embodying the perfected imperfection of any tech projects from Inflow.
This is the world the brand is visually living in.
Then appeared a monolithic wordmark and icon. The wordmark, with its “O” rid of its curves and the filled inktraps of the “N” and “W”. An asymetric pixelated rendition of a filtering icon. An ode to the path of rationality, antifragility, zeroing in and polishing Inflow’s projects take before coming out ready for users.
Expressive enough to stand out on its own, the logo is nonetheless the hand of a watch in a timepiece: seamlessly taking its place within a bigger system that brings chaos to order.
