Morphic needed a brand that clearly communicated its unique position as an innovator in entertainment, blending advanced technology with creative production to redefine industry standards.
To address this challenge, Morphic undertook a comprehensive branding process, focusing on market positioning, brand and visual identity, tone of voice, and detailed brand guidelines. Positioned as an elegant, high-end brand, Morphic appeals to audiences valuing innovation and quality in entertainment. The brand identity features a sleek logo, a minimalist color palette with Morphic black to spotlight content, and refined typography.
The visual identity balances a minimalist and bold aesthetic, emphasizing Morphic's innovative spirit. The tone of voice embodies innovation, quality, disruption, and empowerment, aligning with Morphic's dedication to cutting-edge technology and industry transformation.
The brand guidelines encapsulate Morphic's values and philosophy. They detail the symbolism of the logo as a vault of diverse, creative content and use the FK Grotesk typeface for versatile compositions. A structured digital system ensures a cohesive digital experience and consistent brand portrayal.