Forma Group Branding
Forma launched in 2024 as a management consultancy firm focused on helping leaders, boards and investors in media and technology businesses tackle complex challenges and drive exceptional results.
The challenge
Forma needed to launch with an identity that set it apart from it’s competitors while reflecting the company’s core values. KJC Creative was tasked with creating an identity that was distinct yet discreet, establishing a brand that is both memorable as well as understated, capable of attracting the industry’s best talent while also bringing in high profile clients.
Our approach
In order to fully understand the Forma business, we conducted in-depth interviews with key members of the team and conducted detailed research into the relevant market. This aided in our understanding of what Forma stands for and what makes it different, and allowed us to craft a visual direction that embodies the business and the people who work there.
From our research, transparency and clarity stood out to us as fundamental parts of how Forma operates. We also learnt that stakeholders didn’t want Forma to appear too loud or over-confident. Inspired by our findings, we landed on glass as a core visual component that would create a unique yet understated identity that helps communicate the key brand values without overcomplicating the message. The visual approach was then applied to all deliverables, which included:
- Responsive, mobile-first website
- PowerPoint presentation template in both dark and light variations
- Letterhead and continuation page
- Business card design
The outcome
Working within an accelerated timeline, we built a brand that cuts through the corporate noise while staying audience-focused. At its heart is a distinctive 3D glass ‘F’ logomark, designed to be a versatile brand asset, adaptable across templates and applications, and brought to life with interactive motion on the Forma website. On desktop, the ‘F’ reacts to cursor interaction where as on mobile, the ‘F’ responds to physical device movements. The identity balances refined simplicity with modern energy, reinforcing the brand’s distinct presence.
