A Friend of Mine turn the daunting into the dazzling with their 3D-led identity for Trellis Data
Found in Canberra, Australia, Trellis Data is an international company dedicated to machine learning; producing data products, such as their leading platform TIP (Trellis Intelligence Platform), that allows for complex, conglomerate-scale problems to be solved through the analysis of data. Catering to financial, intelligence, defence and government services, alongside non-profit organisations, Trellis Data leads the field in what they do – looking to help elevate businesses through ‘accountable and transparent’ AI. With a subject matter as stark and potentially daunting as machine learning, data analysis and AI, alongside wanting a fresh identity to more clearly translate what they do, Trellis Data required a brand that feels cultivated, concise and, crucially, conspicuous – something successfully achieved by A Friend of Mine.
Alongside a slick graphic revamp of the website and typographic applications of the brand, the Melbourne-based design studio worked with image-making practice Mr.P Studios to create and art direct a series of 3D rendered looping films that conceptually represent the role Trellis Data has – striking a balance between professionalism, and approachability. A key element to achieving this was the use of Displaay’s Matter as Trellis Data’s hero typeface. “It felt authoritative but retained a warmth through lively forms and diagonal terminals that resonated with Trellis’ ethos,” Creative Director of A Friend of Mine Suzy Tuxen explains. “These humanist-meets-tech dualities are carried through to the art direction,” she adds, “where we have something that feels distinctly tech contextualised to an otherwise very human environment,” something almost mirrored in the pure satisfaction of the looping videos.
This humanist tone is also directly imbued through the chosen colour palette behind the brand, showcasing earthy, warm and necessarily emotive hues. “Most competitors position themselves based on their tech capabilities alone,” Tuxen remarks, noting how this extends to not only the identity but also the naming and strategic positioning – something clearly avoided with Trellis Data, as evident by their own name. “Trellis already evokes a more human-centred approach to AI – a framework for organic growth,” Tuxen concludes, “they strive to help solve human problems with their world-leading tech being a tool to facilitate this, rather than vice-versa.” Translating this ideology through their palette, the use of green heroes the brand, with a supporting act of colours inspired by the native Australian environment Trellis inhabit.