We're an award-winning creative marketing and branding studio based in NYC, blending boutique attentiveness with big agency expertise. Recently, we took on the exciting challenge of rebranding ourselves. Our aim was to showcase our unique approach to branding, the same one we bring to our clients, in a way that truly reflects our vision and style.
Our approach to branding Mermaid, Inc. was deeply influenced by our belief in creativity as a fluid, ever-evolving process. Drawing inspiration from the adaptability and transformative power of water, we embraced the fluid world of mermaids as a perfect metaphor for our philosophy.
This mindset, which we've aptly termed "Fluid Creativity," reflects our commitment to staying agile and responsive in a fast-paced business landscape. We aimed to embody this concept visually and philosophically, creating a brand identity that's as versatile and dynamic as water itself—capable of fitting any context, overcoming any challenge, and constantly shaping and reshaping to meet the needs of our clients and the demands of the market.
For the logo, we used s fluid, water-esque background to create the tail of our mermaid icon. The stroke of the lowercase “m” acts as a ballast to the tail, creating a harmonious balance. This design choice is more than aesthetic; it’s symbolic. Just like water, which adapts to the shape of its container and flows over and around obstacles, our creative solutions are adaptable, flexible, and seamless.
For the website, we wanted to visually embody our philosophy right from the homepage. A captivating, fluid, water-esque video underlines our declaration of "Conceptual Alchemy" superpower, seamlessly integrating with the "Work", "Services", and "About" navigation buttons. Each button offers a unique, surprise reveal on hover: the "Work" button unveils a burning flame video, symbolizing our curiosity-driven innovation; the "Services" button shows a contracting-eye video, representing our keen, cutting-edge perspective; the "About" button displays a morphing ball of liquid, reflecting our adaptable and dynamic "Fluid Creativity". This thematic video not only forms the backdrop for our mermaid icon but flows through the site, enhancing the text with animated motion to underscore our adaptable, fluid approach to creativity and design.
We use the fluid, water-esque texture across our digital and physical branding materials, creating a consistent, immersive experience that mirrors the adaptability and continuous flow of ideas at Mermaid, Inc. It's a reminder that in the realm of creativity and business, the ability to adapt and flow with change is not just an asset, but a necessity.
LOGO DESIGN > Graphis Design Gold | Graphic Design USA
BRANDING DESIGN > Graphis Design Silver
WEB DESIGN > Graphis Design Silver | Graphic Design USA
Whether you’re looking to build a new brand, refresh an existing one or just need a new website, we’re here to help!
