Portfolio of South African designers: Cross colours

Abstract

The corporate identity for Cross Colours a design and advertising company in Johannesburg, represents a refreshing departure from convention and encapsulates the adventurous spirit of its founding partners Adele Wapnick, Joanina Swart and Janine Rech, all multiple award winners who previously worked together at the agency Red Nail. Based on the premise that an identity need not have a uniform brand presence but offer a variety of different experiences to an audience, the identity is a visual and verbal exploration with infinitely variable manifestations. The word and image play on the meanings inherent in the company name and the mixing of various elements of the identity in different ways, suggest the ability to generate endless creative possibilities as well as an approach which is flexible, adaptable, interactive and fun.