People that spend many hours in front of the screen know how important is to look up from time to time and "stare" at something different from your computer.
We are used to do it an office, in a chaotic bar or in a cramped library, but these environments do not stimulate creativity or productivity, they just increase work-related stress.
NATworking solves this need by offering the opportunity to study and to work in more appealing environments.
In order to visually represent the network, we took the point of view of "digital nomads", end users of the platform. Their perspective sees in the foreground the digital instrument, the laptop, an essential element for studying and working remotely.
Around the tool there are views of some Italian landscapes: hills, mountains, a hill with cypresses, a lake, a wood, and a sea gulf.
The name of the project is then added to the composition. Typeface used is Apfel Grotesk by Luigi Gorlero (Colllettivo).
Our proposal is "uncoordinated" and "dynamic” identity, where the logo is not represented by a single shape, but by six different interchangeable possibilities.
This flexible system underlines another key point of the project: the beauty (and the privilege) in the perpetual possibility of change. Changing places, changing scenery, changing perspectives, changing experiences and routines: these are all actions that stimulate creativity and help in gaining concentration. It is therefore appropriate to let the logo change as well, while remaining within a compact and recognizable family.
To define a solid system, we decided to combine each shape with a single color, that can never be changed. The colors chosen and elaborated for the identity palette are inspired by natural elements, but with their vivid intensity they remind the freshness of the project.
A central part of the coordinated identity are the compositions between the logos shapes and the photographic images.
In all project outputs (from the web platform, up to printed matter or social network profiles) the logos shapes can be used, without typography, on top of the photographic images. The counter-shape of the laptop will always frame the central element of the image, creating a young, particular and distinctive visual language.