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The Details

Transformation Systems Inc. is a company who’s business is streamlining their clients operations by reducing cost and increasing profits. So when I set out to create a unique identity for them, the process of change had to be at the core of the solution.

Now, anyone who runs a successful business knows that a certain degree of transparency both on the client side and internally is critical to success. Moving forward I wanted to ensure that the idea of both change and transparency were equally weighted in the final solution. To achieve this, I turned my focus to a symbolic representation of those principles. Through creative discovery I found my solution in a natural process called metamorphosis.

metamorphosis |ˌmetəˈmôrfəsəs| noun ( pl. metamorphoses |-fəˌsēz| ): Zoology (in an insect or amphibian) a change of the form or nature of a thing or person into a completely different one, by natural or supernatural means: a metamorphosis from a caterpillar into a butterfly.

The Process

There can be no more beautiful a creature in nature than the butterfly. Its movements are so delicate yet its purpose is deliberate and driven by a natural instinct to flourish. And if the physical form of the insect is not inspiring enough, the process that transforms it is equally amazing. So to continue my creative exploration I studied various types of butterflies and moths; their characteristics, their colors and their movements and pinpointed the attributes that directly related to the client.


When it came time to actually design the identity I wanted to ensure clarity that the “transformation” portrayed was symbolic of a controlled and deliberate process. Although the brand mark needed to be somewhat literal, I felt that the overall look could be achieved stylistically through the use of overlapping organic shapes, bold colors and transparency, leaving the physical details up to the viewers imaginations. The end result was a vibrant, lively logo that reflects the core attributes of the company yet retains a clean structured approach. The addition of brackets around the symbolic butterfly conveys the idea of harnessing change. The overall style was carried into concepts for related brand material to create a cohesive look.