// client_work / lenz
Lenz
Brand Identity · Consultancy · Helsinki
// brief
A new perspective on consulting.
Lenz is a Helsinki consultancy built on potential. Young experts, backed by experienced mentors, take ownership of the development projects companies can’t staff internally and that are too small for the big firms. The brand had two jobs at once: earn the trust of corporate clients, and attract the young talent the whole model runs on.
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Brand Identity / Logo Design / Visual Language
// logo_concept
The Z lives in the space between.
Two shapes moving toward each other: one for the client, one for the young talent Lenz brings in. Where they meet, the negative space forms the Z. The connection is the business. The name does the rest: Lenz, a lens, a new way of looking at a problem.
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Negative space / Dual meaning / Identity as concept
// system
Built for two audiences.
The identity extends from the mark into typography and colour, designed to work as well in a client proposal as in a recruitment post on TikTok. Sharp enough for a generation that scrolls fast. Composed enough for the boardroom.
“Potential first.”
// next_project
