Slash, a quirky brand story.

While sitting within meetings with Slash, a strategic branding agency we started to notice they spoke a language of their own. A digitally minded design language that spoke of grids and creating structures for what outsiders would view as “creative.”

When I asked what they thought of “creativity” most of the team snarled. They didn’t believe their work was creative, it was strategically planned, with meaning and followed a system of design principals.

This made sense, as they are inventing branding for a government and city system, so their work is very public facing. Without meaning, it would mean the city was a messier, less functional place.

Although their work is highly visible, covering massive billboards, within signage guiding you on public transportation and within government offices - they are a team of silly humans. Cracking jokes, following the methodology of grids within design and creating damn good branding assets.

I captured their essence in a quirky, grid guided way. See it here: