Expanded identity and collateral for Amazing Industries, an ideological startup and ongoing artwork by Brett Wallace that aims to demystify the future of work and advocate for a better future for workers.
With the Amazing Industries identity, we sought to explore the disconnect between expectation and reality as it relates to work. The illustrations are reminiscent of the corporate decks (charts, banners, and icons) but the language that sits below reveals the harsh realities of day-to-day work experiences.
The sentences were extracted from several worker’s diaries taking part in the gig/sharing economy as part of the project. They are all set in Romana, a typeface that was extensively used during the 1970s and 1980s on product advertisement and has had a resurgence in the past few years. This time around, in the gig-economy, we’re the products. For the logo, we decided to go with Platform, a geometric typeface with a personality that, in spite of it, would still blend-in perfectly on the start-up branding landscape.