Love + Money’s identity for start-up community Euphemia is a colourful world of awesomeness

“Euphemia’s mission is to foster an awesome startup community in Australia and New Zealand,” explains Zoe Hu, Senior Designer at Love + Money. “But they don’t just want to make the awesome, they want to make the awesome that makes more awesome, creating a positive feedback loop.” The family office, based in Australia, is dedicated to nurturing a diverse, progressive, and ambitious community. Not only in terms of an environment, but also as a movement that will “build the future of Australia.” Invited to deliver a brand identity, the team at brand agency Love + Money built a comprehensive brand strategy and visual language around the ‘brand meme,’ ‘Make Awesome Make Awesome.’ Here, they visualised the vibrant startup landscape, demonstrating how ‘awesomeness’ arises from the intersection of creators and ‘awesome ideas.’ “We created a graphic language based on building blocks that connected and morphed in unexpected ways, including a visual language quite literally around the word AWESOME,” Hu continues. “The letters were abstracted into blocky shapes and became flexible containers for content. When all of the letters come together along with colour, imagery and type, it creates a dynamic and rich tapestry of awesome. Have we said awesome enough yet?” These geometric forms move and intersect in a variety of combinations – echoing the connections formed through the Euphemia community. “It created a beautiful balance of fluidity and geometry,” Hu and Creative Lead Elizaveta Pogossov say, reflecting on the shape system. “The brand’s geometric illustrations we created, capitalise on the use of colour blend modes. Simple starting shapes like circles, rectangles and triangles created quite complex and intriguing intersections when overlayed.” These are also brought to life through animation, adding a touch of dynamism throughout the website and digital brand applications.