Working as a graphic designer on MOJO Ad, I was responsible for creating the identity for Helix, my team during the client campaign semester. The name derived from themes of connection, whether it be through strategy and creative teams or client and agency, in addition to associations with genetic code and crafting of the "DNA" for brands. What's more, the name is concise and contains memorable phonetics.
When designing the logo, we wanted something that would invite inspection: an abstract mark with several subtle concepts. From there, the Helix identity was crafted and serves as a versatile design system for our various needs.
When presenting the logo, we showed a science-themed video which incorporated a dramatic reveal following a reaction of several components, symbolic of the work done in our team.