Creating a transparent identity

Identity system for PLUS -a collaborative landscape design practise in New Delhi & San Francisco

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PLUS is a collaborative practice that seeks to blur the boundaries between different design disciplines to create sustainable, innovative, and socially-conscious landscape design that accessible to all.

We worked with the founder — Ari Daman closely to bring this vision to life through a identity system.

The identity for PLUS reflects how it looks and acts as an organisational entity.Organisational identity is a lot more than the logo. The identity in a sense is the culture made visible — and therefore it should not be seen as an aesthetic or merely as a visual exercise.

It helps in clarifying the purpose and intent of the organisation, and codifying it through a set of tools and assets.

One of the first step in building the identity was to define the purpose of the organisation. Clarifying and articulating the purpose, creates defined paths towards the design of the identity.

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The purpose defined in an early draft of the identity program
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The purpose also helped in shaping the three aspects of the PLUS identity

The organisational values were defined as part of the identity program and helped further create the direction for the identity.

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What emerged was the idea of an organization that serves as a catalyst for change rather than just a self serving entity. The identity needed to be a “transparent” identity that needed to depict the values without coming in the way.

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The website for PLUS is under development and reflects the organisational values and purpose through a quiet, clean design language.

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Working across timezones in US & India, the project was an effortless collaboration primarily because of clarity in the values and purpose that drove the identity program.

It was a great collaborative and creative experience working with you. You not only designed an amazing identity and website, but you also helped me understand and refine my firm’s vision and brand. Your professionalism and attention to detail made collaborating across two continents effortless.
— Ari Daman

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