After many brand presentations, we finally settled on Plexal; a biological central nervous system that symbolises the mental synapses and social network that make the human connections to technology possible. It captured our mutual philosophy of the connected collective, and the creative and economic potential within these technology clusters.
The Plexal space
Wayfinding and iconography
One detail of the brand was the fact that it was made up of individual entrepreneurs, small teams, and larger companies. This design language allowed us to use individual pixel assets to communicate what was happening, and what we wanted to happen, inside various spaces.
This started on the outside, with the pixels approaching the entrances individually, drawing together and ultimately connecting the closer they got to the ecosystem. Once inside, this design language extended to the unique lighting system, which splintered off down the central ‘high street’ reflecting the individual companies along the street, before combining in areas where the community beneath would come together.