Grey Insight is a niche management consulting firm based in Dubai, specializing in helping organizations improve business performance by analyzing and optimizing the relationships between its employees. They approached me to develop a Logo and Corporate Identity.
The concept for Grey Insight arose out of the founder’s longstanding interest in the ‘grey space’ – an area of uncertainty, a level of unknown, a certain area which we cannot understand. Usually that area is the area between milestones, between where I am and where I want to be. Grey Insight’s aim is to assists individuals, teams and organizations find “insight” and make sense of this space to faster move through it and learn from the experience Change Management in a Clinical Psychology sense. The client wanted me to play around with the idea of an optical illusion, and the colour palette needed to be largely grey with a splash of colour.
I developed a number of logos around the concepts of evolution, metamorphosis, movement, data and connections. I also created several options where the letters G and I were combined in some way to create an optical illusion or visual pun.
The chosen concept was then refined and the CI developed, including Business card, electronic letterhead and invoice, email signature and social media graphics. I used black and white photography for the business card and social media graphics to add some visual interest, and I came up with the strapline Performance Through People.