Gravity
Defying Gravity
Project overview
Gravity is transforming fund administration with technology driven solutions designed to bring clarity, speed and innovation to a traditionally conservative sector. From the outset they wanted a brand that would break with convention and position them as bold disruptors. Our role was to create an identity and digital presence that captured their energy, agility and forward looking approach.
Strategy
The strategy centred on reflecting Gravity’s commitment to transparency and innovation. The brand needed to project confidence and precision while feeling progressive and dynamic. By combining structural strength with movement and depth, we built an identity that conveyed both stability and transformation, positioning Gravity at the forefront of their industry.
Brand Strategy
Brand Identity
Brand Activation
Project details
At the heart of the brand is a marque constructed from a series of narrowing lines drawn to a single point, evoking the pull of gravity and forming a structural chevron shape. This sense of direction and convergence is echoed in the logotype, where the central A and V carry the same visual idea. The result is a clean, crisp and monolithic identity that reflects focus, clarity and forward momentum.
The brand extends across digital platforms and marketing materials with additional layers of movement and dimensionality, adding vitality and sophistication to the system. Campaigns, presentations and the website all use these elements to project confidence and innovation. The result is a brand that feels modern and precise, giving Gravity the presence to stand apart as a dynamic leader in fund administration.
“The new identity has given Gravity the precision and energy to position themselves as leaders in fund administration.”
Tom Langford - Partner
