VISUAL IDENTITY
A visual identity that does its best to make laundry fun
Circuit is the number 1 managed laundry business in the UK, though they had neglected their brand. Although they operate in many businesses, their main audience is university students, whose halls of residence use the service. As part of a small agency team, we overhauled their brand and visual identity. Our consultants developed the brand idea no nonsense laundry, and we brought that to life with a bright, playful look-and-feel that might not make you love laundry, but may help you hate it less.
WARP, WEAVE, SPIN
I developed a design system from a series of simple shapes based on the warp and weave of fabric, and the spin of the machines. I was inspired by brutalist design - the epitome of ‘no nonsense’ - and used those principles to elevate the suite of shapes and patterns into a complete visual identity. A zingy, acidic colour palette brings the whole thing into a new dimension. I feel confident this delivers against the bold, simple and playful brand pillars.
