Maf Group Generative circular evolution
- Industry
- Manufacturing & Industrials
- Year
- 2021
- Deliverables
- Brand identity
Brand strategy
Illustration
Web design
Synergy, resourcefulness and continuous renewal are the values on which MAF’s philosophy is based, a genuine company that has always been ready to face important challenges.
MAF arrived in our hands with a solid family history behind it and an eye on the future and the evolution of its brand.
By shaping this material, we have developed a strategy that reflects its fundamentals and developed a multifaceted design project that draws inspiration from the “Dubins path” to tell the bond between people and the vision that motivates them.
We used principles borrowed from geometry and the most basic shape, the circle, to express the cohesion between the team members. The brand is the result of an imaginary/metaphorical line generated by the synergistic movement of the various circles that are held together, moving in sync, towards a single direction. Through a sophisticated and elegant evolution, we have conceived a distinctive and unconventional brand and a system of signs consisting of a grid of circles that records paths to create shapes and letters.
Eye-catching colors and sophisticated design are expressed on the brand, in the typography, on the posters, in the commercial and throughout the look and feel.
Following the generative model of the key visual, we developed a character who became the guide and true protagonist of the commercial. A short tour illustrates the main strengths of the brand and the services it offers, all this with a fresh and original style for the reference sector. The visual universe and sound design of the entire commercial reflect the tenacious spirit and energy and are perfectly in line with the communication needs of the brand.
