It’s hard to leverage talent and potential if you don’t have a network.    
 
Enter: The Potential Detective. A holistic networking company, created to educate and assist higher ed students and recent graduates on the benefits of authentic networking, and magnify their superpower.

New kid on the block, The Potential Detective was in need of an identity to launch into the universe with. Quickly and surely, our Willett wizards (AKA the creative team) came onto the scene, ready to tackle the brief and establish a recognisable identity that builds credibility and curiosity.  

Starting at the drawing board (quite literally), we had a vision for an outcome that was welcoming, vibrant, and energetic. The initial stages involved the development of three creative concepts that embodied this desired persona, including the logo, colour palette, typography and tagline. The favourite concept was taken forward into refinement. 

The final result? A brand identity bridges the gap between playful and professional. One that will grow and develop as the brand does.  

The logo serves as a visual representation of the brand’s primary goal: to magnify potential. Echoing into the brandmark, where it is simplified to a singular P to form a cohesive identity. A playful secondary typeface was chosen to add a dash of contrast to its conventional primary. Along with an adaptable colour palette of deep colours to represent the depth of potential in their audience, complimented by vibrant accents, positioning the brand as confidently playful and inherently optimistic. An extra layer of visual intrigue incorporates shape cut-outs (including the magnifying glass, of course) into the design system.  

The combination of these elements create a brand experience that exudes warmth and stability, just like the connections they aim to foster.