Visual Craft RebrandingBranding Identity. Icon.
Agency: Instrument
Role: Design
This is a rebranding project where we create a new brand identity for my former group in Instrument– Visual Craft. I worked closely with two other team members from the survey, brainstorming, and ideation stages to the final brand guideline. (Right side is the old branding )
We are a specialized team of 13 talented designers embedded within Instrument, a design agency of over few hundreds of people. Our team moves fluidly across different groups and projects, providing expertise in visual design, graphics, illustration, and 3D — bringing creative depth and consistency to a wide range of client work.
To raise our team's visibility within the company, we rebranded our internal team’s brand identity to better reflect our team’s values and creative spirit.
To better understand and articulate our identity, we conducted a survey asking teammates to describe the Visual Craft team. Their responses provided key insights that helped shape the values, spirit, and creative direction of our rebrand.
For the new brand identity, we sought a typeface that embodied clarity, modernity, and a sense of approachability. After exploring several options, we selected Dela Gothic for titles and Epilogue for body text.
Dela Gothic’s bold, rounded forms project a strong yet friendly presence, while Epilogue’s clean, versatile sans-serif structure ensures excellent readability across digital and print applications. Together, they strike a balance between playful creativity and professional trustworthiness, aligning perfectly with Visual Craft’s brand values.
The icon system was inspired by the everyday design tools we use—such as the type tool, pen tool, and layering tool commonly found in design software.
We aimed to represent our team through these familiar elements, highlighting our creative process.
Starting with research and sketches focused on geometric simplicity, we refined the line weight and proportions to ensure clarity at small sizes while maintaining strong visual impact.
The icons were crafted to harmonize with the brand’s typography, balancing Dela Gothic’s rounded friendliness with Epilogue’s clean structure, creating a scalable and cohesive visual language.