About the Client and Project Effectual is a team of IT and cloud experts who solve business challenges through enabling digital transformation, innovation and agility. They hired Studio Simpatico to use their newly developing visual language to design and develop a responsive, professional marketing website built on WordPress. More About the Design Using the triangle, which serves as the top and bottom arms of their logomark, we created a series of patterns consisting of floating yet similar shapes. Structured yet adaptive, just like Effectual?s approach to problem solving. This approach allows Effectual to have an impact on a vast range of verticals. To visualize this idea, we began to incorporate Effectual?s triangles in a series of cityscape and business architecture photos, layering them in front and weaving them behind the subjects of the image. The result was a visual construct where any instance of triangles in a photo came to represent Effectual?s influence.
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