Nullwest
Bleeding-edge tech, meet old-school craftsmanship
Project Description
Nullwest is a product development agency specializing in emerging technologies. They came to Iron Piñata in search of an updated brand identity to help tell their story: that while the capabilities of technology are ever-expanding, it will always be people that are the key difference-makers. To achieve this, we took an old-school, craftsman-inspired approach, with a few gentle nods to modern tech.
YEAR
2025
EXPERTISE
Branding Experience Design
Deliverables
Brand Strategy Visual Identity Dynamic Presentation Materials Interactive Mobile Experience
Project Description
Nullwest is a product development agency specializing in emerging technologies. They came to Iron Piñata in search of an updated brand identity to help tell their story: that while the capabilities of technology are ever-expanding, it will always be people that are the key difference-makers. To achieve this, we took an old-school, craftsman-inspired approach, with a few gentle nods to modern tech.
YEAR
2025
EXPERTISE
Branding Experience Design
Deliverables
Brand Strategy Visual Identity Dynamic Presentation Materials Interactive Mobile Experience
Project Description
Nullwest is a product development agency specializing in emerging technologies. They came to Iron Piñata in search of an updated brand identity to help tell their story: that while the capabilities of technology are ever-expanding, it will always be people that are the key difference-makers. To achieve this, we took an old-school, craftsman-inspired approach, with a few gentle nods to modern tech.
YEAR
2025
EXPERTISE
Branding Experience Design
Deliverables
Brand Strategy Visual Identity Dynamic Presentation Materials Interactive Mobile Experience
Strategy
Brand Pillars
Nullwest saw the tremendous value of interactions that felt human in a space increasingly dominated by automation. The Brand Pillars we built serve as a "creative North Star", ensuring that all visual and verbal expressions of their brand can map directly back to their core values.
Strategy
Brand Pillars
Nullwest saw the tremendous value of interactions that felt human in a space increasingly dominated by automation. The Brand Pillars we built serve as a "creative North Star", ensuring that all visual and verbal expressions of their brand can map directly back to their core values.
Strategy
Brand Pillars
Nullwest saw the tremendous value of interactions that felt human in a space increasingly dominated by automation. The Brand Pillars we built serve as a "creative North Star", ensuring that all visual and verbal expressions of their brand can map directly back to their core values.
Brand Development
Color & Typography
The entirety of the visual identity set out to celebrate the master craftspeople of bygone eras by evoking the working class, the rugged, and the industrial commonplace. The color palette drew inspiration from the daily lives of industrial wood and metal workers, opting for flat and functional. For typography, we paired two "everyman" workhorse typefaces, Bebas and Helvetica, to create structure and legibility, while delivering flexibility and impact.
Brand Development
Color & Typography
The entirety of the visual identity set out to celebrate the master craftspeople of bygone eras by evoking the working class, the rugged, and the industrial commonplace. The color palette drew inspiration from the daily lives of industrial wood and metal workers, opting for flat and functional. For typography, we paired two "everyman" workhorse typefaces, Bebas and Helvetica, to create structure and legibility, while delivering flexibility and impact.
Brand Development
Color & Typography
The entirety of the visual identity set out to celebrate the master craftspeople of bygone eras by evoking the working class, the rugged, and the industrial commonplace. The color palette drew inspiration from the daily lives of industrial wood and metal workers, opting for flat and functional. For typography, we paired two "everyman" workhorse typefaces, Bebas and Helvetica, to create structure and legibility, while delivering flexibility and impact.
Brand Development
Logo Design
We pursued two primary directions in building out the visual identity, starting each with a logo. We centered the visual language for both around the slash of the "null" symbol, while reinforcing the story of "technology powered by humans" by evoking the look and feel of a power tool brand. We built both logos out into a flexible, modular suite, to ensure they stayed as fresh and dynamic as possible.
Brand Development
Logo Design
We pursued two primary directions in building out the visual identity, starting each with a logo. We centered the visual language for both around the slash of the "null" symbol, while reinforcing the story of "technology powered by humans" by evoking the look and feel of a power tool brand. We built both logos out into a flexible, modular suite, to ensure they stayed as fresh and dynamic as possible.
Brand Development
Logo Design
We pursued two primary directions in building out the visual identity, starting each with a logo. We centered the visual language for both around the slash of the "null" symbol, while reinforcing the story of "technology powered by humans" by evoking the look and feel of a power tool brand. We built both logos out into a flexible, modular suite, to ensure they stayed as fresh and dynamic as possible.
Visual Identity Design
Null Symbol as a Graphic Gesture
We expanded the slash from the logo into the heart of the visual language. While the slash itself could function on its own as a graphic gesture, by creating the slash at a 30° angle, we opened the door to a world of grids, tesselations, textures, and patterns, all sprung from the simple slash.
Visual Identity Design
Null Symbol as a Graphic Gesture
We expanded the slash from the logo into the heart of the visual language. While the slash itself could function on its own as a graphic gesture, by creating the slash at a 30° angle, we opened the door to a world of grids, tesselations, textures, and patterns, all sprung from the simple slash.
Visual Identity Design
Null Symbol as a Graphic Gesture
We expanded the slash from the logo into the heart of the visual language. While the slash itself could function on its own as a graphic gesture, by creating the slash at a 30° angle, we opened the door to a world of grids, tesselations, textures, and patterns, all sprung from the simple slash.
Visual Identity Design
Motifs & Visual Language
In translating the existing visual elements into a consistent and ownable language, we pursued three primary avenues: Grids and isometrics anchored the identity in woodworking, while implying design ideation. Moreover, they suggested robustness and integrity, while affording tons of flexibility. The notions of construction, deconstruction, and dimension allowed us to leverage our isometric grids to create a bridge between 2D and 3D—highlighting the moment that ideas "leave the page" and become real. Finally, a bold but restricted application of the color palette allowed us to emphasize intentionality, as well as stand out from the gradient-dense visuals typically associated with emerging tech. Combining this approach with black and white photography and a little film grain firmly drove home the "old-school cool" vibes.
Visual Identity Design
Motifs & Visual Language
In translating the existing visual elements into a consistent and ownable language, we pursued three primary avenues: Grids and isometrics anchored the identity in woodworking, while implying design ideation. Moreover, they suggested robustness and integrity, while affording tons of flexibility. The notions of construction, deconstruction, and dimension allowed us to leverage our isometric grids to create a bridge between 2D and 3D—highlighting the moment that ideas "leave the page" and become real. Finally, a bold but restricted application of the color palette allowed us to emphasize intentionality, as well as stand out from the gradient-dense visuals typically associated with emerging tech. Combining this approach with black and white photography and a little film grain firmly drove home the "old-school cool" vibes.
Visual Identity Design
Motifs & Visual Language
In translating the existing visual elements into a consistent and ownable language, we pursued three primary avenues: Grids and isometrics anchored the identity in woodworking, while implying design ideation. Moreover, they suggested robustness and integrity, while affording tons of flexibility. The notions of construction, deconstruction, and dimension allowed us to leverage our isometric grids to create a bridge between 2D and 3D—highlighting the moment that ideas "leave the page" and become real. Finally, a bold but restricted application of the color palette allowed us to emphasize intentionality, as well as stand out from the gradient-dense visuals typically associated with emerging tech. Combining this approach with black and white photography and a little film grain firmly drove home the "old-school cool" vibes.
Visual Identity Design
Branded Graphics: Direction 1
With our visual language in place, were were able to build out initial ideas for how the different identity directions could come to life. We started by exploring how the central slash could act as a window to unite different elements within a composition, while adhering to an isometric grid.
Visual Identity Design
Branded Graphics: Direction 1
With our visual language in place, were were able to build out initial ideas for how the different identity directions could come to life. We started by exploring how the central slash could act as a window to unite different elements within a composition, while adhering to an isometric grid.
Visual Identity Design
Branded Graphics: Direction 1
With our visual language in place, were were able to build out initial ideas for how the different identity directions could come to life. We started by exploring how the central slash could act as a window to unite different elements within a composition, while adhering to an isometric grid.
Visual Identity Design
Branded Graphics: Direction 2
We also explored making a branded graphic texture from the logo mark that allowed us to both abstract, and call attention to the logo when necessary. The distortion effect created by tiling the logo played exceptionally well with the bold palette choices, and provided tremendous flexibility in composition.
Visual Identity Design
Branded Graphics: Direction 2
We also explored making a branded graphic texture from the logo mark that allowed us to both abstract, and call attention to the logo when necessary. The distortion effect created by tiling the logo played exceptionally well with the bold palette choices, and provided tremendous flexibility in composition.
Visual Identity Design
Branded Graphics: Direction 2
We also explored making a branded graphic texture from the logo mark that allowed us to both abstract, and call attention to the logo when necessary. The distortion effect created by tiling the logo played exceptionally well with the bold palette choices, and provided tremendous flexibility in composition.
Implementation
Presentation Material Templates
The hand-written logotype drove home the "power tool" aesthetic for the Nullwest folks. Having nailed down our visual identity, we began asset creation.
Implementation
Presentation Material Templates
The hand-written logotype drove home the "power tool" aesthetic for the Nullwest folks. Having nailed down our visual identity, we began asset creation.
Implementation
Presentation Material Templates
The hand-written logotype drove home the "power tool" aesthetic for the Nullwest folks. Having nailed down our visual identity, we began asset creation.
Implementation
Mobile Web Experience
As their agency site began its reconstruction under the new visual identity, the Nullwest leadership wanted an interim mobile experience that was simple and easy to execute, while still being captivating and allowing them to capture leads. What we created was a page that used the branded slash as a compass needle that pointed the user to the Nullwest headquarters. Only after the user had aligned themselves to be facing the headquarters, did the page reveal the distance and coordinates, and unlock additional functionality.
Implementation
Mobile Web Experience
As their agency site began its reconstruction under the new visual identity, the Nullwest leadership wanted an interim mobile experience that was simple and easy to execute, while still being captivating and allowing them to capture leads. What we created was a page that used the branded slash as a compass needle that pointed the user to the Nullwest headquarters. Only after the user had aligned themselves to be facing the headquarters, did the page reveal the distance and coordinates, and unlock additional functionality.
Implementation
Mobile Web Experience
As their agency site began its reconstruction under the new visual identity, the Nullwest leadership wanted an interim mobile experience that was simple and easy to execute, while still being captivating and allowing them to capture leads. What we created was a page that used the branded slash as a compass needle that pointed the user to the Nullwest headquarters. Only after the user had aligned themselves to be facing the headquarters, did the page reveal the distance and coordinates, and unlock additional functionality.
