L.E.K.Consulting
A motion first rebrand of L.E.K., developed with Monigle, where motion shaped the logo development, identity system, and brand applications from the start.
The brief
L.E.K. is a global strategy firm whose brand needed to reflect the rigor of the work without feeling cold. Monigle was leading a full rebrand. The opportunity was to bring motion in early, so identity and motion could shape each other instead of one inheriting from the other.
Our approach
Partnering with Monigle, we helped design a motion language that informed the logo refinement, identity system, and brand applications in parallel. Monigle led the brand strategy and visual identity. Truecraft led the motion design, building behaviors and transitions that the static system could lean on as it evolved across channels.
Motion
Motionshapingstatic
Designing motion alongside identity meant the system was built to behave well from day one. Logo construction, type pairings, and color choices were all pressure tested in motion before they ever shipped to print.
Whyitmattered
Enterprise rebrands age fast when motion is bolted on after the fact. Building it in early gave L.E.K. and Monigle a system that scales gracefully across every surface a global firm needs to show up on.
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