Identity systems design concept for France-based chemistry giant PCAS. I loved this project because it was an opportunity for a chemistry nerd to think abstractly about what chemistry is and what people take away from it—human reaction vs. chemical reaction.
It starts with visual research and very rough ideas.
A pattern begins to emerge, and it’s pared down to the core concept—at the heart of PCAS, who are they?
The initial direction is furthered refined for conceptual and technical finesse. The visuals have to make sense, but also look good at various sizes.
The concept is finalized for presentation.
Creative direction: Jeanie Chong
Design: Dana Chen