The brand overhaul focused on elevating their positioning as expert creators who deliver high-quality, bespoke solutions. After immersing myself in their workplace, gaining firsthand experience in their craft—designing and fabricating alongside them—I developed a deep understanding of their work process and client needs. This insight informed a minimal yet versatile visual identity that reflected the precision and craftsmanship of Phat Lab, while allowing their work to take center stage. The repetitive coil motif symbolized the interplay of their many overlapping skills, showing that even within a wide range of capabilities, Phat Lab's approach resulted in unified, impactful outcomes.
