Swamp Motel, a brand experience agency, is now SWAMP after a splash of color and innovation thanks to Fluoro. SWAMP now boasts a gutsy new wordmark that reflects its arthouse approach, theatrical background, and reality-altering experiences.
Eddie Caldwell, Design Director, said SWAMP has revolutionized their offer through technological innovation. “So through some unexpected design twists and a futuristic color palette, we aimed to reflect the company as both disrupters and pioneers in the industry. We brought this distorted perspective concept to the logotype with its angled appearance adding drama and gravitas that reflect the emotional nature of live action. The gap at the base of ‘A’ could also be seen as a doorway, which can be used to suggest an invitation into experience.”
Caldwell shared that the challenge was creating something where the diagonal angles between the ‘W’, ‘A’, and ‘M’ felt synergized. “We achieved this by considering how the structure of the letterforms could create symmetry and fit snugly together. We then applied rounded corners to some of the edges of these three characters in order to connect more visually with the ‘S’, and ‘P’.”
Marie Sullivan, Fluoro Production Manager, highlighted that SWAMP’s business offer and client base had outgrown its old eerie aesthetic. As such, Fluoro was briefed to make something less limiting. “Their founders and the team felt it was time for a fresh and comprehensive brand identity and design system that more accurately reflected their vision. Through a unique and unconventional approach, SWAMP has gone from an indie start-up to an industry leader, and they felt they needed an identity that accurately positioned them as both disrupters and pioneers.”
Sullivan said the wildcard idea came from their bravery in pushing innovative, reality-distorting experiences. “The logotype is angled away from the viewer to add drama and gravitas by making you feel like you are looking up at an imposing structure. We also brought this contradiction into the identity elements, for example, the gravitas of the logotype was contrasted with some soft, rounded corners that connected the letterforms more visually and made the type feel friendly.”
Clem Garrity, co-founder and executive creative director at SWAMP, said Fluoro helped them see the opportunity in their visual presence. “With our portfolio and growing reputation, they encouraged us to be even more ambitious with our design goals, and the result is fantastic.
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