Client:

Squidget, Inc.

Project:

Branding

Squidgets are currently in the prototype phase – each one is made by-hand on a 3D printer at the company’s home base in Worcester, Massachusetts. But that doesn’t mean they can’t have the same creative resources that the big companies have. So Forts Studios has partnered with Squidget, Inc. to provide some creative direction as they begin to make their way as a new product manufacturer.

We started with a logo to serve as the foundation of the brand. The goal was to develop a sense of fun and motion, so we played heavily on the bright colors of the fidgeting device itself. To aid in the sense of movement we used a bold, blocky typeface with staggered letters. Then we added motion lines and ran the tagline along a curved path. For the final kicker we incorporated each of the Squidget’s movable attachments into the logo, and we gave the entire design a three-dimensional sense of depth.

All of Squidget’s marketing materials rely on this palette of bright colors and bold fonts, as seen on this sample of an early promotional fundraising card we created. Not only does this capture the viewer’s attention, it also helps to develop a cohesive brand and set Squiget apart from their competitors.