Parkside Interactive
Visual Identity

Project Type
Visual Identity, Print, Digital

Client
Internal

Agency
Parkside Interactive GmbH

Role
Art Direction, Design

Year
2017-20

Parkside is a team of 80 digital enthusiasts from all over the world, based in Austria, with projects as far as Silicon Valley. Since 2007, Parkside helps innovative companies to build, improve and scale digital products and turn legacy platforms into next-generation solutions.

Approach

When I became part of the Parkside team in October 2016, the company was operating with a rudimentary visual identity that didn't quite encapsulate its ethos or aspirations. The branding was basic, lacking the nuances that could truly communicate the spirit of the organization.

At that juncture, Parkside was zeroing in on talent acquisition as its primary objective. Recognizing the crucial role a strong visual identity could play in attracting top-tier talent, the decision was made to overhaul the existing design elements. The goal was to craft a vibrant, engaging, and fun visual identity that would not only stand out but also align closely with the company's core values.

We aimed to create branding materials that would serve as a reflection of the culture and spirit at Parkside. We wanted potential employees to get a glimpse of the kind of creative, dynamic environment they could be a part of. By using a palette of vivid colors, we infused a sense of energy and optimism into the design. Fonts, imagery, and graphic elements were chosen to evoke a sense of playfulness while maintaining professionalism.

Ultimately, the revamped visual identity did more than just make us look good; it became an active part of our talent acquisition strategy. It helped convey what Parkside stands for and what potential team members could expect, thereby making it an integral aspect of our corporate narrative and overall growth strategy.

Parkside's causal work atmosphere dictated the mood and visual presentation of the identity.

To distinguish between content aimed at clients and that intended for potential talent, we created a 'loudness scale.' This scale helped us calibrate the visual impact of our collateral, determining how vibrant or subdued the design elements should be.

For client-facing materials, we opted for a more neutral and conservative aesthetic to convey professionalism and reliability. On the other hand, talent-facing content was designed to be bolder and more colorful, reflecting the dynamic and creative culture we aim to foster within the team.