How do origami, cats and an AR agency fit together? Fuzzco’s identity for Paper Triangles explains

Paper Triangles is a global AR agency that has established itself as a pioneer in the field, constantly pushing the boundaries of what AR can do for brands. With their innovative approach, technical expertise, and willingness to embrace the unconventional, Paper Triangles has become a preferred partner for leading brands, and has worked with the likes of Netflix and McDonald’s. To further elevate their brand presence, Paper Triangles partnered with Charleston-based independent creative studio Fuzzco. Together, they embarked on a journey to refine the agency’s brand strategy and create an identity that captures the essence of the surprising, charming, and polished work that they’re known for. By leveraging their existing logo and incorporating the concept of tangrams and origami, the identity pays homage to their playful nature and ability to create something new from familiar shapes. The logo shapeshifts into a delightful triangle cat creature, symbolising the agency’s role as a guide into the world of AR and the transformative power of technology, which, according to Design Director & Partner Ryan Hubbard, “brings something as inanimate as a stack of triangles to life, eyes and all.” Designed to reflect the agency’s human expression and the talent behind their work, their custom brand font changes with what is written. This unique touch adds a personal and dynamic element to their communication, bridging the gap between the technical aspects of AR and the human creativity driving it. “Often our sketchbooks, whether as children or adults, represent our ideas and imagination and reflect the iterative nature of our humanness – imperfect and in-process, curious and expressive,” says Designer Kara Lin. “In some of our early identity sketches and iterations, we found ourselves bringing our handwriting into assets to inject some more of those human elements, and as it began to stick, we thought ‘why not make a font?’ From there, we created the full alphabet with two stylistic sets and a variety of custom ligatures so that every moment of type could feel both unique and delightful.”