Artichoke Agency
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Role
Brand Strategy
Brand Identity Design
Motion Design
Art Direction
Brand Strategy
Brand Identity Design
Motion Design
Art Direction
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The challenge
In the complex B2D and AI landscape, technology brands often struggle to articulate their value, fearing they'll be misunderstood or appear inauthentic to a discerning technical audience.
Artichoke, a strategic brand agency, faced the challenge of defining its own identity to attract these clients—forward-thinking tech leaders who need a partner to translate their innovation into a clear, compelling narrative.
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The Strategic Solution
We built Artichoke's brand around the philosophy: "Strategic Clarity, Layer by Layer."
This concept uses the artichoke itself as a metaphor for a methodical process—peeling back the complexity of a tech brand to reveal its authentic, valuable core.
The brand's essence is defined by the core words "Layered," "Concise," and "Clear."
This positioning establishes Artichoke as a specialized strategic partner deeply embedded in the developer ecosystem, directly addressing client fears of a generic, "fluffy" marketing agency.
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The visual identity was crafted to embody the brand’s core duality: a rigorous process that leads to an effortlessly simple and confident outcome. We used a bold, trustworthy color palette and simple, direct sans-serif typography to reflect a "no-BS" approach.
The design also incorporates a minimalist grid and layered geometric shapes to visually represent the structured, multi-layered process and appeal directly to the tech audience.
The overall storytelling focuses on making the "invisible understandable," highlighting the benefits of the technology for the end-user.
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Client
Artichoke
Creative Direction
Brand Strategy
Brand Design
Motion Design
Andy Lawrence-Levy