Hello! This is not who we are.

The Vibe Group

Imagine the fashion industry. The glamour,
the sex appeal, the flashbulbs. Un-imagine this all.
Now imagine all the unfashionable things about
fashion. Accounting, Shipping, Customs, Logistics,
Legal and Contracts. That’s the Vibe Group.
Excited? We weren’t. 

​​​​Imagine having to begin with explaining who you’re not, rather than with who you are. This was the real issue with The Vibe Group. They were often misunderstood as designers due to their fashion specialization, and not as back-office operators. Ironically, they needed a bunch of designers to solve this issue.

We first understood the category; drowned ourselves in the jargon and then cut right through it. We moved from ‘what they did’ to ‘how they do it’ and defined the core purpose Navigating local brands to a global marketplace. In design terms we found our triggers. Triggers that led us to a sense of movement. 

This translated into the letter ‘V’ being interpreted as a pointer. We combined a modern sans type with a traditional serif, to form a simple yet distinct ‘V’. A mark that aptly doubled as a pointer. A symbol that suggested a definitive direction. That’s the ‘V’in Vibe. The Vibe Group had found its new identity. Now we were excited.

Brand Mark Concept
Logo Construction & Underlying Grid
Primary Logo LockUp
Brand Typography
Proposed Business Card Design
Brand Colors & Graphic Patterns
Proposed Stationery Design
Signage (Mock Up)
Old Solutions to New Problems
Every project has it's unique share of challenges. The Vibe Group was no different.
As I worked through the project striving to do my best, I discovered Maria Popova’s fascinating concept of
Combinatorial Creativity.

“Creativity is combinatorial, that nothing is entirely original, that everything builds on what came before, and that we create by taking existing pieces of inspiration, knowledge, skill and insight that we gather over the course of our lives and recombining them into incredible new creations.” —Maria Papova.

Why do I quote Maria?
Because this is what helped me put things in perspective when I was asked to do the implausible. I was asked to recycle, reuse an old design that I had created for another purpose. I was livid, disinterested and then Maria’s words inspired me. I wasn’t bogged
down anymore, I went about reworking the old design to solve the new problem.
And in the process created a completely new and relevant design solution. 
Like I said - Combinatorial Creativity. Discontent turned into satisfaction.
Boring had turned into fun.



Barnum Design, New York

CREDITS
Creative Director: Neil Brown
Lead Designer: Pramod Maharana
Hughes Network Systems
Brand Expression
Wasabi Rabbit
Rebrand
Sysomos, Social Technology
Re-brand Proposal
Illustrations
Pencil and ball point sketches
Ellman Family Vineyards
Brand Refresh