Specialized in helping brands and businesses connect with their audiences through engaging live experiences, Filament keeps human interaction at its centre, using technology to tell stories and evoke human connections. Led by veteran leadership, their small team has worked with some of the world’s most successful brands to create powerful live productions, from product launches to entire neighbourhood take-overs.
Having already settled on a name, the Filament team needed a visual identity that matched their approach and work.
Working closely with Filament’s founding team, Frontier developed a grounding set of brand principles that would inform the visual work. Key to this positioning was Filament’s belief in the importance of human connection, not getting lost in the high-tech world of event production. This guiding idea was also reflected in their name, which referenced the warm, intimate conductor—the filament—over more modern forms of lighting and electricity.
Using these principles as a foundation, Frontier designed an icon which incorporated the coil of a filament into an ‘F’ monogram. This icon formed the centrepiece of the identity.
Colour was chosen to reference the engineering of the original filament, and the vibrant colour palette found on copper patina. The business cards take advantage of metallic foil stamping, further matching the approach to colour. The typeface, Fenoman Sans, was chosen for its clarity and consistent stroke width, matching the brand’s icon design.