Frequently Asked Questions
PreVeil is a cyber-security platform based on new research from MIT that enables computation on encrypted data. Inspired by the name of the company—a double entendre about “prevailing” over cybercrime, as well as “pre”-empting and “veiling” sensitive information—we created a brand identity that empowers the end user. Rather than positioning a user as the victim as overused tropes like castles and shields would do, we emphasized the encryption “keys” native to the platform. The PreVeil brand communicates to the user that the power to control their data is in their hands.
Affective Science Institute
The Affective Science Institute, located at Massachusetts General Hospital and Northeastern University, studies what emotions are, how they work, and how they arise in our brains. The logo and identity system we developed is based on the gap between the common, but illusory perception that emotions originate from specific locations in the brain and new research showing that emotions emerge out of complex neural networks. In creating an optical illusion and scrambling the colors within it, we convey the impact of the Affective Science Institute’s research on that illusion while also drawing on the aesthetic of fMRI and brain mapping imagery.
Gameface Media is the world’s largest publisher of professional photos for amateur athletes. Shifting from B2B to B2C and expanding into three divisions (Gameface Media, Gameface Photos, and Gameface Legacy) required them to reposition their current brand. To align Gameface with the sporting goods brands their audience already loves, we examined the military origins of many of those sporting goods brand identities. We developed a mark that’s a distillation of an athlete’s game face in the form of a capital “G”. The result is a bold identity that repositions Gameface to appeal to their new audience and unifies their divisional brands while keeping them individually distinguishable.