We needed to tell the story that things had changed at ID Branding, and a brand, like a human, doesn't just have one monotonous voice, look or feel. Variable fonts within a constant design structure met both objectives. Business card fronts represent ID and the backs represent the contributions each of each individual. The system contains fundamentals of our philosophy: A brand should be a culture people join, and people, when they join that culture, should also affect that culture.
