Brand Identity for the Strategy studio—Salmon Labs
"Giving an outside perspective for sharper strategy that stirs something in you."

Building a brand identity for Salmon Labs and sister company Salmon Theory that coexist side by side with consistent visual language and cohesive brand system to expand.

Themes of philosophy, irreverent thinking and all things salmon were building blocks to create this brand identity to be playful, have room to question and collaborate openly.

Expanding on the irreverent way of thinking and core values behind everything Salmon Labs, the salmon guy was born.

The Salmon guy

Following the current to fit in is easy, but going against the flow to stand out is much more challenging and rewarding. Bringing together the Salmon Labs’ spirit and approach to strategy, the ‘Salmon Labs guy’. Not swimming, but running upstream against the current persevering through to the solution, not by following trends to blend in.
The ‘Salmon Labs guy’ drawn with only the necessary strokes to illustrate a humble fish with legs, running. A double subtle illusion of their head just above water representing the journey upstream—arms at the ready to face the upstream, steadfast. The expression of subtle confidence and quietly ambitious traits run through the brand mark.
The handwritten word mark ‘Salmon’ is written as a signature mark to represent as a human touch and fluidity.