Creating a clean parent brand for a group of gaming businesses.
Catalis Group brought together gaming development and quality-assurance businesses. Restructuring created the need for a new parent identity, website and collateral with a deliberately clean, minimal tone.
Create a parent brand strong enough to hold very different gaming businesses together.
The group included companies such as Testronic, Curve and Kuju, so the identity needed enough neutrality to represent the parent rather than compete with its subsidiaries.
The client specifically asked for a simple palette and minimal presentation.
Explore the digital character of the group without overcomplicating the mark.
Form presented multiple brand routes to help the board identify the right level of personality and technology reference.
Logo mark and typography were developed together to create a clean, modern identity.
A closer look at the project.
Keep the guidelines proportionate to the way the brand would actually be used.
Following feedback, the colour palette was refined and the final logo, visual system and typography were established.
Because the parent brand had relatively limited marketing output beyond its website, Form produced lighter brand guidelines focused on the essentials.
A simple parent identity that gives the gaming businesses underneath it room to keep their own personalities.
Catalis launched with a clean, modern brand and website designed to represent the wider group without visual noise.
