Montag School’s branding fuses corporate trust with creative appeal, using Google Slides assets to reach diverse audiences.

Creating a brand identity for an educational institution like Montag School requires balancing the rigorous standards of corporate audiences with the appeal needed to engage a younger, learning-focused crowd. In this project by Monga Design, Montag School’s visual branding comes to life with a thoughtful, dual-purpose approach that reaches across the boundaries of institutional professionalism and educational creativity.

Montag School’s goal was to represent itself as a trustworthy, contemporary leader in personalized education. This meant moving away from conventional, corporate-heavy design toward a more flexible and approachable brand image. The resulting visual identity integrates both institutional authority and a fresh, dynamic appeal, capturing the trustworthiness expected in corporate circles while aligning with the openness and innovation desired in education.

One of the project’s standout qualities is its focus on balance. By addressing both institutional credibility and the youthful appeal needed for online and in-person classes, the branding reinforces Montag’s positioning as a leader in educational innovation. The design combines strong visual cues—such as clean lines and modern typography—with a vibrant color palette, adding depth to both the brand’s academic and professional facets.

Leveraging Google Slides for Visual Consistency

An innovative aspect of this project is the use of Google Slides as a foundational tool for asset creation. This choice reflects an understanding of Montag’s operational needs and the educational landscape’s demands for accessibility and efficiency. By designing custom graphics within Google Slides, Monga Design created a versatile, cost-effective solution for maintaining consistent visuals across various educational materials. Google Slides not only provides easy customization but also aligns with the widespread use of this tool in both corporate and learning environments, allowing Montag to produce branded materials in-house without requiring extensive software training.

Montag School’s branding thoughtfully considers its diverse target audiences. For in-company courses and corporate conventions, the brand maintains a polished, professional tone, ensuring credibility and trust in a business context. Simultaneously, for students attending online and in-person classes, the brand incorporates a more engaging, youthful look. The graphics, colors, and animations appeal to students by creating an approachable and modern learning environment.

Monga Design introduced animations for key assets to add a layer of interactivity to Montag’s branding. These animations, crafted by Clint Studio, enhance the brand’s visual appeal while ensuring they resonate with both young learners and seasoned professionals. This visual dynamism strengthens the brand’s reach by making it adaptable to the changing demands of the educational landscape.

The design team approached this branding project with a detailed, collaborative process. Their “Visual Thermometer” meeting—a strategy to explore visual possibilities rather than set rigid creative guidelines—proved essential for crafting a design that was both client-centered and creative. By aligning client preferences with design expertise, they established a visual identity that resonates on multiple levels, providing a cohesive experience for all audiences.

Montag School’s branding successfully bridges the gap between education and business, providing a clear, attractive, and credible visual identity that aligns with the brand’s values. By balancing a contemporary, accessible aesthetic with the professionalism expected in corporate circles, Montag School positions itself as a modern leader in education, with a visual identity that can grow with its expanding audience.

For more on this project, you can view the video case here.

Branding and visual identity artifacts

Credits

• Visual identity: Monga Design → Mateus Yuzo and Michel Refatti
• Motion: Clint Studio → Gustavo Brazzalle, Lucas José Galego e Luciano Burger

Discover how amStudio’s branding and visual identity of Chooch captures authentic, handmade aesthetics for fashion accessories.

Chooch, formerly known as Flat Fifteen, has redefined its brand to better reflect its founder Francesca Kappo’s evolving vision. With the guidance of amStudio, this rebrand has transformed the brand’s identity from a broad handmade focus to one that is solely centered around fashion accessories. Chooch stands out with its playful name, unique backstory, and brand elements that weave together storytelling, imperfection, and tactile aesthetics.

The Meaning Behind “Chooch”

The rebranding from Flat Fifteen to Chooch came as Francesca Kappo shifted her focus. The name “Chooch” is personal, rooted in a nickname given to Francesca by her uncle. He also played a foundational role in the brand’s beginnings, supplying her first batch of deadstock fabrics from his 1990s fashion label. These fabrics continue to be a vital part of Chooch’s accessory designs today, emphasizing the brand’s commitment to sustainability and storytelling.

The name itself is more than just a rebranding—it’s a celebration of heritage and identity. Short, memorable, and fun to say, “Chooch” captures the playful spirit of the brand. As Alam Mohammed, founder of amStudio, notes, the name’s flexibility in pronunciation makes it a warm, approachable identity that consumers can connect with personally. This idea carried over to the logo design, where the doubled O’s have a playful, imperfect alignment, mirroring the brand’s handmade ethos.

Playful Imperfection: The Brand Identity

Alam Mohammed and his team at amStudio developed a brand identity for Chooch that prioritizes authenticity. Hand-painted illustrations are central to this, appearing across the brand’s packaging, website, and social media. This choice keeps the look grounded, tactile, and relatable, evoking the feel of handmade fashion. By maintaining this aesthetic, the brand sets itself apart in a market often dominated by hyper-polished digital imagery.

The branding extends beyond static visuals. Chooch’s social media and marketing leverage stop-motion animations, adding a dynamic yet still homemade feel. This use of motion emphasizes the brand’s accessible nature, where every element ties back to the concept of imperfection being perfectly beautiful. The stop-motion clips give life to the fashion accessories, highlighting the fun and creativity behind each product.

Chooch’s narrative goes deeper than playful design. By continuing to use deadstock fabrics, Francesca Kappo honors her roots and commits to a more sustainable future. The tactile branding elements mirror this philosophy, creating a seamless experience from the physical product to the digital space. The history of the materials and the personal touch behind the brand make each accessory more than just a fashion statement—they become a story in themselves.

The rebranding also came with strategic moves to elevate Chooch’s market presence. The bags are now featured at the Victoria and Albert Museum’s shop as part of the first-ever Naomi Campbell exhibition. This collaboration has not only introduced the brand to a wider audience but also solidified its standing as a contemporary, fashion-forward label. The exhibition has boosted Chooch’s brand awareness and increased its social media following, translating to more sales and a growing fan base.

The Chooch rebrand exemplifies a growing trend: the embrace of imperfection in design. By favoring hand-drawn illustrations, irregular alignments, and a conversational tone, amStudio has given the brand an inviting, human feel. This approach rejects the overly polished and instead celebrates the beauty of the handmade. It’s a move that resonates well in today’s world, where consumers value authenticity and transparency.

Chooch’s rebranding is a masterclass in how thoughtful design can reflect a brand’s core values. From its name rooted in personal history to its playful logo and tactile illustrations, Chooch stays true to its story. Alam Mohammed and the amStudio team have created a brand identity that isn’t just about looking good—it’s about feeling real, celebrating imperfections, and staying connected to tradition. As Chooch grows, its story continues to inspire, reminding us that the imperfect is often the most perfect of all.

Branding and visual identity artifacts

Learn how BUCK redefined branding and visual identity for GitHub Universe ’24 with monumental design inspired by code.

The annual GitHub Universe event is a celebration of innovation, bringing together some of the brightest minds in software development. This year, GitHub partnered with BUCK, a renowned global creative company, to reimagine the event’s visual identity. Inspired by the theme “The World’s Fair of Software,” BUCK transformed GitHub Universe ’24 into a visually immersive experience that blended the past and future of software culture. Here’s a look at how this collaboration pushed the boundaries of branding and visual identity.

The Creative Vision: Merging Tradition and Progress

GitHub Universe ‘24 marked a milestone as the event’s tenth edition. This special occasion called for a branding overhaul that both paid homage to GitHub’s legacy and celebrated the event’s ongoing evolution. BUCK’s approach was rooted in capturing the spirit of World’s Fairs, where innovation and collaboration take center stage. Ward Graumans, BUCK’s Creative Director, emphasized their intent: “We aimed to create a look that celebrates this milestone while pushing the brand forward.”

The visual system developed by BUCK didn’t just rehash previous designs. Instead, it evolved into a toolkit that incorporated new elements while staying true to GitHub’s core identity. Central to the branding were what BUCK called “Monuments of Progress.” These unique structures were a reinterpretation of their prior 2D shape library, elevated to represent key GitHub values. Each monument carried icons, mascots, and insider references from the developer community, merging playful aesthetics with thoughtful design.

Key Elements of the Visual Identity

BUCK crafted a comprehensive design system that tied together various aspects of GitHub’s event branding. The system integrated fresh color palettes, new typography, and updated logos, all influenced by the visual language of coding. The Monuments of Progress became the standout feature, serving both as iconic standalone pieces and as the basis for hero visuals. This creative concept was not just about aesthetics; it reinforced the event’s narrative, with each visual element acting as a beacon of innovation.

Beyond static design, BUCK brought these monuments to life through animations and dynamic visuals. They created a suite of digital assets, from social media content to an introductory film that illuminated the event stages. This multimedia approach ensured that GitHub Universe ’24 had a cohesive yet lively visual identity, both online and in person.

Collaboration and Execution

The development of this branding system was a collaborative effort between BUCK, GitHub’s in-house design studio, event producers, and external partners. The process involved tight communication and shared creative insights. According to Adam Walden, VP of Brand and Corporate Marketing at GitHub, “BUCK continues to bring taste, craft, story, and incredible attention to detail to everything we do together.” This close-knit collaboration resulted in a unified event experience that resonated across different platforms.

The team at BUCK didn’t just stop at creating a one-off design for the event. Instead, they developed a branding system with longevity, allowing GitHub to use these assets beyond Universe ’24. This evergreen toolkit ensures a lasting impact on GitHub’s branding efforts, providing flexibility for future campaigns and event rollouts.

Impact and Legacy

GitHub Universe ’24’s branding is more than a visual facelift; it’s an invitation to engage and explore. By drawing from coding elements and honoring the developer community, BUCK and GitHub have created a design system that feels both cutting-edge and familiar. The Monuments of Progress symbolize GitHub’s role as a hub of innovation, while the refined color schemes and typography elevate the brand’s visual language.

This collaboration sets a new standard for event branding in the tech industry. BUCK’s creative solutions not only reflect GitHub’s ethos but also celebrate the people and projects that make the developer ecosystem thrive. It’s a testament to the power of thoughtful design and the impact of a strong, cohesive visual identity.

The reimagined visual identity for GitHub Universe ’24 exemplifies how branding can serve as a narrative tool. BUCK’s designs invite viewers to think of software development not just as code, but as a world full of creativity and progress. As GitHub continues to grow, this branding system will be a cornerstone of its visual storytelling, inspiring developers and designers alike.

GitHub Universe ’24, with its bold and vibrant identity, proves that a well-crafted brand can amplify the spirit of an event. BUCK’s collaboration with GitHub has set a high bar, showing how design, when rooted in community and culture, can make an event feel like a true celebration of innovation.

Branding and visual identity artifacts

About GitHub

GitHub is the most widely adopted Copilot-powered developer platform to build, scale, and deliver secure software. Over 100 million developers, including more than 90% of the Fortune 100 companies, use GitHub to collaborate and more than 77,000 organizations have adopted GitHub Copilot.

About BUCK

BUCK is a global creative company that combines design, technology, and storytelling to create compelling experiences for brands. Founded in 2004, BUCK has built a reputation for outstanding craftsmanship and innovation through collaboration with a wide range of clients across the cultural and technology spheres, including Nike, Apple, Netflix, IBM, Airbnb, and Google. Recognized as an industry leader, BUCK’s trophy case includes two Emmys, multiple gold Cannes Lions, Clios, pencils, cubes, and over 200 other awards from the most prestigious competitions in the world.

BUCK is in Residence, a collective of beautifully curated companies with the shared goal of empowering creative potential.

Explore how Graphic Hunters’ visual identity redefines sports branding through innovative design inspired by fashion and art.

Graphic Hunters, a Dutch studio dedicated to sports branding, isn’t playing by the typical design rulebook. Instead, their newly crafted visual identity steps outside the confines of traditional sports aesthetics, introducing elements drawn from fashion and high design. The result is a high-impact, versatile identity that positions Graphic Hunters as a creative club worth joining—whether as a client or a collaborator.

A New Playbook for Sports Branding

At the heart of Graphic Hunters’ approach is the idea that the sports industry deserves a more refined and exclusive visual experience. This belief is woven into every part of their branding, which Monga Design and Vogau led with a clear vision. The goal was to create a system that balances functionality with creative exploration, breaking conventions while still delivering practical, adaptable solutions for various applications.

This innovative take on visual identity isn’t just about aesthetics; it’s a strategy aimed at redefining the brand’s place in the market. Graphic Hunters has always described itself as a team hungry for new challenges, and now, their brand identity reflects that spirit. The new look aims to make the studio stand out in the sports arena and beyond, appealing to clients and team members who value originality and impact.

Graphic Hunters’ identity combines familiar elements from the sports world—like motion and heat—with unexpected treatments. The design team drew inspiration from fashion and abstract art to create a visual language that transcends typical sports branding. This cross-pollination of ideas manifests in several core elements:

1. Typographic Experimentation: Instead of relying on traditional sports typefaces, the team played with a variety of fonts that feel bold and contemporary. Typography serves as both structure and disruption, bringing energy to each layout.

2. Photographic Treatments: The identity includes photographs that have been creatively manipulated, breaking up the grid and adding an element of surprise. This technique turns static images into dynamic design features, echoing the constant motion of sports.

3. Grid System and Stickers: To keep the brand’s applications cohesive yet flexible, a structured grid underpins the design. However, this is cleverly offset by playful elements like stickers and graphical interventions, which keep the brand feeling fresh and exciting.

One of the biggest challenges was making the visual system adaptable yet creatively open. Sports branding often leans into themes of power and motion, but Graphic Hunters wanted to do more. The result is a brand that’s equally at home on a team jersey or a digital campaign, seamlessly moving between refined, impactful moments and bold, playful expressions. This adaptability speaks to the studio’s ethos of being a “creative club,” where everyone is encouraged to push the boundaries.

Another essential aspect was research. The design team explored references beyond the sports realm, looking at high fashion and experimental graphic design. This broader inspiration palette allowed Graphic Hunters to create something genuinely unique for the industry. The identity’s experimental typography and abstract motifs capture the feeling of heat and energy—core elements of sports—while grounding them in a sophisticated design language.

Elevating Sports Design Beyond the Field

By combining these unexpected references with a strong foundation of sports elements, Graphic Hunters has crafted a visual identity that is both striking and functional. It stands as a testament to the idea that sports design can be more than bold fonts and action shots. It can be a narrative of innovation and exclusivity, appealing to an audience that appreciates both the adrenaline of sports and the sophistication of high design.

Graphic Hunters’ reimagined branding proves that sports-focused design can be just as experimental and refined as any high-fashion brand. It’s a visual identity that elevates the sports studio into a space where design meets performance, art meets action, and innovation becomes the new norm. As the brand continues to grow, this identity will serve as a powerful statement of their ambition: to bring high-impact, original design to the world of sports, one project at a time.

Branding and visual identity artifacts

Credits

• Authors: Monga Design, Vogau and Clint Studio
• Visual identity: Monga Design (Mateus Yuzo, Michel Refatti) and Vogau (Carlos Eduardo Marin, Gabriela Colebrusco Peres)
• Motion: Clint Studio (Bruno Vitalino, Danilo Coelho, Gustavo Brazzalle, Lucas José Galego, Luciano Burger

Discover ChainGPT Labs’ unique Web3 branding and web design with seamless 3D animations and a modern interface.

ChainGPT Labs stands as an ambitious venture, propelling innovation in the blockchain and Web3 startup world. A project backed by the ChainGPT team, this platform provides strategic funding, incubation, and acceleration services tailored for the Web3 ecosystem. To visually represent such a forward-thinking initiative, a distinctive and cohesive brand identity was crucial.

The design challenge was clear: introduce ChainGPT Labs as a part of the existing ChainGPT ecosystem while ensuring it had its unique presence. The team behind this creative endeavor adopted a strategy that balanced modernity with a recognizable brand connection.

Typeface Selection and Visual Cohesion

One of the design cornerstones is the typographic identity. The chosen typeface blends sleek, experimental, and monospace styles, reminiscent of sci-fi aesthetics yet grounded enough to maintain clarity. This combination brings a futuristic yet approachable vibe, mirroring ChainGPT Labs’ mission of bridging advanced technology with user-friendly design.

The website, crafted with a focus on interaction, features seamless 3D animations. These animations not only add depth but also engage users in an immersive digital experience. The modern, functional interface ensures smooth navigation while highlighting essential content. The design isn’t just about aesthetics; it delivers on usability, ensuring every visual element contributes to a cohesive narrative.

3D Animations: Bringing Ideas to Life

3D animation plays a pivotal role in elevating the digital experience. Each animation is thoughtfully integrated, making the browsing experience lively without compromising performance. These elements align with Web3’s ethos, suggesting a digital landscape that’s both dynamic and innovative.

Balancing Innovation and Brand Familiarity

Designers also needed to ensure that ChainGPT Labs felt like an extension of ChainGPT’s established identity. The visual ecosystem leans into bold aesthetics while subtly referencing familiar brand cues. Strategic use of color, shape, and layout ties the Labs’ identity back to its origins, achieving a harmonious balance between innovation and brand recognition.

Why It Matters for Design Enthusiasts

For graphic and interface designers, ChainGPT Labs offers an inspiring case study in brand expansion. The project exemplifies how visual elements can maintain brand consistency while pushing creative boundaries. This thoughtful integration of typography, 3D animation, and a user-focused interface marks a new chapter for digital design in the Web3 space.

For a full breakdown of the design elements, visit the work of Sigma Software Design at https://sigmasoftware.design/.

Visit the website at labs.chaingpt.org

Web design artifacts