Goodwork
Corporate Branding
Goodwork’s corporate branding aimed to develop a visual brand identity for a UAE-based consultancy firm specializing in fraud assessment and risk management. It sought to balance an approachable personality anchored in a sense of seriousness, reflecting the firm's intended positioning.
The logo design for combines an artistic abstraction of the lowercase letter 'g,' along with the lowercase word mark, a nod to the brand's approachable corporate values.
The visual brand identity system was thoughtfully extended to different corporate stationery items, ensuring a cohesive and professional brand presence across all touchpoints.
The brand's personality balance is reflected in the choice of a harmonious color palette and typographic system that mixes serif and sans serif fonts signifying both seriousness and approachability