frog Identity

Brand Identity, Iconography, Illustration

frog is a global creative consultancy, part of Capgemini Invent. frog’s brand refresh became a major part of the transition between Altran and Capgemini Invent, launched in a campaign called “A New Era.”

As part of the in-house design team, I shaped the overarching visual language of the new identity, with involvement particularly with the icon library, illustration guidelines, and podcast identity.

Art Direction — Cary Potter
Design — Arnon Karnkaeng, Regina Vargas
Web — Estefanía Latofski, Victor Yamasaki, Paulina Zepeda, Luis Espinosa, Adriana Garcia

With the identity system, frog sought a balance between the agency's design history of 50+ years and its enduring spirit of innovation and care for novel craft. Balancing these ideals, there was also a need for scalable assets that could be handed off to global studios for production.

Returning to frog’s founding design ethos, “form follows emotion,” the brand refresh added a color system as well as light refractive textures to frog’s identity to capture frog’s ever-evolving personality of sophisticated optimism.

frog’s podcast, the DesignMind frogcast, was also updated to match the new branding. The DesignMind frogcast explores behind the scenes to meet the people designing what's next in the world of products, services and experiences.

The design team defined illustration styles and guidelines to curate and solidify a consistent editorial presence on frog’s Insights page, a collection of polished articles and provocations from frog’s Editorial team.

Bespoke illustrations were created for each article to further emphasize frog’s commitment to craft.

Where Intuition Meets Analytics
“Leading with emotion and compassion builds consumer trust.”

3 Approaches to Women’s Healthcare Design
“Women are the ‘Chief Healthcare Officers’ of the home, so why does healthcare design exclude them?”

Marketing in the Metaverse
“The metaverse is a culmination of various technologies that allow the existence of parallel worlds, digitally, alongside our own.”

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