Chameleon Branding

I WANTED A BRAND THAT FELT MORE LIKE ME. LESS TREND-LED, MORE INTENTIONAL. AS AN ART DIRECTOR WORKING ACROSS MULTIPLE BRANDS AND STYLES, I NEEDED SOMETHING FLEXIBLE AND NEUTRAL ENOUGH NOT TO CLASH WITH MY WORK, BUT STILL WITH A SENSE OF PERSONALITY. THE OLD LOGO WAS MINIMAL BUT OVERLY RELIANT ON AN ANIMATION TO MAKE SENSE. IT NEEDED REFINEMENT AND BETTER BALANCE, SHARPER DETAILS, AND A BIT MORE CRAFT. THE NEW VERSION KEEPS THINGS SIMPLE AND CLEAN, BUT WITH JUST ENOUGH QUIRK TO FEEL DISTINCT. RATHER THAN LOCK INTO A FIXED VISUAL STYLE, I APPROACHED THIS LIKE I WOULD ANY CREATIVE BRIEF: THE IDENTITY SHOULD ADAPT, NOT COMPETE. THE RESULT IS A BRAND SYSTEM DESIGNED TO SHIFT AND EVOLVE LIKE A CHAMELEON, SUPPORTING THE WORK AROUND IT WITHOUT EVER OVERPOWERING IT.