Responses by Michael C. Place, founder/creative director, Studio.Build
Background: The purpose of the project was to design an identity that personified the ambition of the global management and entertainment company, Three Six Zero. To design an identity that can gives the company a solid visual foundation to build on and grow. To design an identity that gives a clear visual clarity and look to all projects and communications from the company. To design an identity that the company is proud of.
Reasoning: Mark Gillespie, the CEO of Three Six Zero, is a big fan of design. He liked the idea of the identity being very simple, so we designed it around that thinking. We stripped it back to essentially just a typeface, a logo and a color palette. We enjoy working with limitations—limitations make you approach a problem in a clear and focused way. We also played with language, how we could convey a certain attitude without the need for a lot of visual symbolism.
Challenges: Since we designed the identity in such a stripped back manner, we needed to make sure it worked across every area of the business.
Favorite details: I enjoyed thinking about the language, and writing short pieces of copy for each of the pieces we designed. I’m really proud of the website too, and how everything translates nicely using the design language we created.
Anything new: We learned that email signatures are actually really hard to do! Basically, you need to keep them as simple as possible! Also, when the company has a lot of employees using different phones, operating systems make it even harder.
Alternative approach: Not propose we do email signatures! Apart from that, everything went really well. We had to change a few things as we went along, but that is part of the process. Expect things to change, and make sure you are flexible, because at the end of the day, it’s your client that has to use the identity every day, not you.