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There are millions of ways to analyze big data. To most, big data can be complicated and confusing. But since these statistics are a big part of life for analysts, investors, researchers and opinion leaders, they look at big data differently than the rest of us. Through the right lens, big data is not static—it’s exciting, dynamic and even beautiful. This fueled San Francisco–based designer Casey Martin’s goal: to show that big data platform Arcadia Data translates raw information into meaningful, compelling and personal insights. He discovered that goal clearly appeared through one peculiar lens: a field of differently imagined A marks. With this simple shape, the viewer was suddenly free to create in all kinds of ways. From negative to filled space or 2-D to 3-D, reification and Gestalt laws of grouping—coupled with clean, modern font and color choices—elevated Martin’s smart concept into a new identity for Arcadia Data that manages to achieve fun without belying the serious nature of facts, stats and numbers. Arcadia Data loved the finished identity since the A marks can be improvised and placed throughout almost any brand touch point. After all, everything becomes interesting through the right lens.

caseymart.in

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