silver
OKAYBRO
ASMBL (neé Assemble) is an e-commerce web development company that evolved from an engineering centered digital development company creating apps and experiences for the biggest and most innovative tech companies on the planet to being retail focused with a fashion bent.
We started by tackling the issue of the unfortunate first three letters of their name. Then developed the A icon with an eye towards consistency and flexibility, because it will need to represent different categories ASMBL works in. The logo being filled with imagery of those categories is a metaphor for web development, creating structure and "buckets" for brands to fill.
The world of engineering focused digital development is boring and corporate, not an appealing place for fashion and consumer brands. The goal was to create an identity that speaks to both ASMBL’s engineering chops and its retail strategy bonafides.
The rebrand got ASMBL out of the "back of the house" development role it had been in and has landed them a raft of new clients and an burgeoning e-commerce website development business.
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