Here’s how: In the strategy phase, we elevated Soto from a home improvement brand to a design house engineering beautiful tools for creative people. From there, we crafted the tagline Artists in Residence, to describe both the artistry of the brand and the audience. Guided by our strategy, we explored the relationship between people and spaces, creativity and change throughout the suite. The notion of change comes to life in design across the identity, from the simple square to circle shift in the logo’s “o” letterforms, to dynamic, flexible patterns, logo orientations and layouts. Inspired by the modernist simplicity of Massimo Vignelli and Bruno Munari, we crafted sturdy and thoughtful messaging with a warmly human perspective.