The endless possibilities, imagination, and creativity surrounding the craft of storytelling served as the inspiration behind the Cool Story identity. Storytelling is a powerful tool to excite, inspire, and evoke emotion. A good story can make the mundane exciting and even put a smile on the most miserable of sods.

There is something magical about the space left for an audience to project their own interpretation onto a logo or an identity – giving the visual language an opportunity to become invitational rather than prescribed. This is particularly true in a world that has become overly simplified and literal to the point of meaninglessness. The illustrations are visual storytelling tools; they can be used to represent different sectors or to create intrigue and deliberate confusion, asking the viewer to create their own story.

Ben is a brand strategy consultant who came to me with the idea of Cool Story – the business name under which he wants to work. The design objective was to create a personal brand identity system that can flex to suit a wide variety of clients. Ben has a playful and eccentric personality, but has been perceived to be overly stern and serious in his professional life. To counteract this, I created a personable brand that is friendly and approachable.