Comotion is social change agency. In Comotion, with the tag-line "We turn passion and purpose into social change", they shape strategies, curate campaigns and cultivate partnerships to bring people together for bigger, bolder action.
CHALLENGE
Comotion stands for bold action and purpose-driven change, the main challenge was to create Brand Identity to look bold and rebellious, while staying credible and professional.
SOLUTION / MY ROLE
Art Director, Graphic & Brand Designer
Following a strategic workshop exploring Comotion’s mission, vision, and brand values, we led a collaborative ideation process to define the creative direction for the brand identity. Once the overarching concept was established, we developed logotype options, selected a typographic system, and defined a primary and secondary colour palette. The final phase involved producing a comprehensive suite of brand assets tailored for use across digital and print platforms.
OUTCOME
+46% brand recognition within three months of launch;
+85% social engagement driven by the new bold visual system; +28% website conversions.
WHAT WE DEVELOPED
Brand Positioning, Identity, Voice, Tone
Brand Guidelines
Social Media Templates & Posts
Challenge: The selected brand positioning was broad and required refinement to strike the right balance, particularly in expressing femininity without leaning into clichés.
Solution: We developed three distinct visual concepts, each exploring a different degree of visual intensity. This approach allowed us to evaluate how varying levels of boldness and softness could align with the brand’s identity and resonate with the target audience.
Step 2: Logotype concepts
With the strategic foundation in place, we moved into the creative exploration phase—translating the brand’s positioning into visual identity. Below are two distinct logo directions for Co-Motion, each capturing a different facet of the brand's personality while staying aligned with its core values.
First option leans into a minimalist and modern aesthetic, using clean, geometric forms with high visual contrast. The sharp cuts in the circular forms add a sense of movement and energy, aligning with the name Co-Motion.
The second option introduces more softened letterforms and the playful use of the red dot as a visual anchor subtle retro undertone. The red dot not only breaks the word but also acts as a symbol of collaboration or dialogue, reinforcing the “co-” in Co-Motion.
Final Logo Version
From a strategic standpoint, we moved forward with first direction that aligns best with the brand’s progressive and future-facing identity, while maintaining just enough edge to remain memorable. The sharp cuts in the "C" and "O" introduce a dynamic tension that speaks to motion and momentum, while the overall structure remains clean and timeless. Visually, it achieves a balance between being bold and minimal, making it highly adaptable across digital and print formats.
Final Color Palette & Typeface
Our visual identity is anchored in a bold and expressive color palette that balances energy with softness. The primary colors—a mix of vibrant periwinkle, deep plum, and a fresh lime—create a distinctive and modern tone, while warm neutrals bring in a sense of calm and clarity. The secondary colors expand the system, offering flexibility to dial visual intensity up or down depending on context, from playful pastels to grounded, rich hues.
We chose Manrope for its geometric simplicity and contemporary character. The use of Extra Bold weights adds confident visual impact in headers and brand statements, while the Regular style ensures readability and a friendly tone in body copy. Together, they strike a balance between professionalism and approachability, echoing the brand’s dual nature—strong yet inclusive.
Brand Illustrations
We chose a hand-drawn style of icons to bring warmth, personality, and a human touch to the visual identity. While our typography and layout lean clean and geometric, the hand-drawn elements introduce a sense of play, spontaneity, and approachability—reminding users that behind the brand, there are real people, emotions, and stories.
Website
Website development was a part of collaboration with Tinge Studio.
