Dotto is a fictional brand built upon an actual identity design for a pension fund that never came to fruition. Many elements have been intentionally and discreetly altered to make this case stand on its own and reflect the full potential of the intended design. This case serves as a testament to acknowledging that there is also beauty in failure.
From the beginning, the main focus for the design was to make a lasting impact while also remaining humble and sincere. This playful dance between opposites became the visual foundation of this project: an outspoken palette versus calm colors, a serif font contrasting with sans serif, and honest, clear photography alongside quirky illustrations.
For most outings, clarity, readability and usability were key. Therefore, big contrasting elements were used to their advantage. Bold color statements are intentionally sparsely placed to grab your full attention, while the differences in fonts provide a nice hierarchy to latch onto.
The Dotto mascot is a lighthearted addition to the visual family. His body originates from the inner dot of the Dotto logo mark, firmly cementing him into the brand. He can help and guide you through complex matters and brings a lot of personality to a dusty and often distant topic like pensions.
A brand that aims to improve must stay in touch with its participants and surroundings. Especially when sustainability plays a pivotal role, as a company, you need to welcome critique, questions, and fresh new ideas. Based on this concept, we explored the possibility of live interactions and events with suitable design.
