ABD delicately traverse generational stories in Remento’s imperfection-embracing visual identity

Creative office ABD (Associates by Design), operating out of New York, have delicately embraced the tapestry of family connection in its identity for Remento, an online platform for bringing together families and their shared memories. Working comprehensively across the project, from its core visual identity and website to the tone of voice and language toolkit used throughout, ABD leaned into the notion of family trees, weaving a digital tapestry to connect stories, characters and conversation, all while championing the family at its centre. A concept visually encapsulated in spiralling, connecting tableau of the brand’s logomark. 

“To complement Remento’s innovative take on digital storytelling,” Creative Partner Simon Mortimer tells us, the brand required a typographic treatment that reflected a new platform with a hint toward traditional editorial,” mixing traditional and contemporary typographic aesthetics to reflect the brand’s traversal of generations. Achieving as much through their use of single-weight sans serif FK Display by Florian Karsten and Paratype’s Adonis, Mortimer notes, “FK Display was chosen for use in the brand logotype because of its clarity and simplicity,” whilst its serifed counterpart was chosen for its more shapely construction. “Adonis has elegant curves,” he details, “accentuated by some of the shaper lines found in characters like the ‘t.’”

The charismatic combination of typographic form was characterfully matched in the wholesome, engaging art direction of Remento’s photography, a creative pursuit Mortimer defines as straightforward in its approach. “Make it candid,” he remarks, “the brand is authentic, honest, and real,” Mortimer continues, “we wanted people at their most natural, imperfections included and certainly no filters,” celebrating the intensity and beauty of the world around us. “We looked to emulate the idea of home photos or the old home videos that your parents shot when you were a kid,” Mortimer concludes, “bringing some nostalgia to the Remento’s art direction.”

ABD

Remento