Lava created a living brand identity for Nudus. Nudus is a newly launched architecture studio that draws inspiration from nature, to create site-specific designs that enrich and surprise. The team, located in Rotterdam, approached Lava to design a holistic brand system stripped down to its very essence: Nudus is energized by nature. This inspired us to do the same. Lava researched what types of behavior from nature could be used to anchor the brand identity.

To create a living brand, Lava found inspiration in one of the elements: wind.This resulted in a contemporary version of a logo-based identity which not only introduces the firms vision to potential clients and employees, but also includes its evidence-based thought leadership. The intensity and direction of wind form the contours of the Nudus letters, naturally shaping Nudus brand identity. An optimal interplay between beauty and purpose. Where a traditional logo-based identity usually consists of one logo, Nudus has countless variants, but only limited influence just like with the actual elements in nature.

Lava design team developed a future-proof tool containing a stable version of the logo. But, the user of the tool can adjust the intensity and direction of the wind hereby affecting the logo. The bespoke tool offers a transferable system, turning it into a true collaboration between the design agency and the client. The dreamed next step would be to influence the logo by anemometers on the buildings designed by Nudus.