Giant Shoulders is a brand strategy and design agency that builds captivating brands, cultures, and experiences. It works with climate-tech, medtech, and community organizations to tip the scales toward a better future. After renewing its mission in 2023, the purpose-driven agency needed an elevated brand to reflect the impact it's had on its community as well as its powerful vision for the future.
Using their brand strategy, developed by STATION, as a jumping-off point, every aspect of the brand was examined. The idea of "disruption" became the foundation for Giant Shoulders’ visual identity, expressing its mission to disrupt the status quo and create opportunities for positive change. The result is a bold and dynamic visual language that can scale with Giant Shoulders as it grows.
The original wordmark logo remained unchanged, as it still reflected the company's core values. A suite of other marks was developed for flexibility, including a stamp that calls on Giant Shoulders' vision to become the rallying point for change, and a monogram that features a disruptive "glitch."
The core palette of red, black, and white is a versatile and strong combination, and is the primary palette for much of the company's brand creative. The secondary palette of periwinkles, gold, and olive provide variety and reflect the brand attributes of being bold, innovative and unexpected.
The idea of "disruption" manifests in the design elements, with images, text, and patterns overlapping, intersecting, and obstructing each other. The brand uses a pattern originally based on dazzle camouflage—complex, geometric patterns interrupting and intersecting each other—and adapted to be flexible and replicable.
Brand and marketing collateral include the website, presentation templates, social media images, stationery, pins, stickers, and annual impact reports.
