Inspired by iconic brands like Jeep and Knoll, Protean sought an identity that felt timeless but not static—bold, flexible, and unmistakable theirs. We built a monochromatic system that is both commanding and adaptable, capable of shifting in tone and expression depending on the context. The black-and-white palette is recognizable while allowing the work itself to take center stage. We leaned into minimalism with an edge—off-kilter layouts and confident typography that scale across digital and physical formats. More than a brand identity, the system is a framework—one that reinforces the credibility and cohesion of a creative collective with range.
While the core logo is clean and modern, a series of deconstructed versions offer a more expressive take. The variations—breaking the wordmark into pixels and particles—visually represent the collective itself: many distinct perspectives coming together to form something bigger. The system reflects their collaborative process and the expansive reach of a studio working across fashion, music, photography, spatial design, and beyond.
The site is minimal yet unconventional—image-driven and easy to navigate, with subtle, unexpected moments woven throughout. Hidden interactions, like a clickable “Practice” leading to a curated playlist, offer a glimpse into their personality, balancing their serious creative approach with their distinctive taste and energy.
For digital and collateral, we kept the design clean and striking—expressive typography and slightly offbeat layouts that feel intentional, never generic. The result is a brand that remains distinct and cohesive while allowing the work to stay front and center.
