← All workREPLICAHead of Design · Aug 2020 – Aug 2024

Brand identity · Illustration · 2020 – 2024

A brand built for beautiful data.

Replica’s “Product First” branding establishes a systematic, cohesive identity through type, logos, colors, and illustration, unifying the product and brand experience across every platform touchpoint.

Design systems at scale

Role: Brand and illustration
Type: Proxima Nova
Color: Equidistant ramps for geospatial data
Company: Replica

The Replica site and newsletter, built on the product-first brand.

Summary · 2 minutes

The short version.

15illustration tiles, reusable across contexts and projects

The approach

1A responsive logoThe mark simplifies as space decreases, down to the iconic “R”.
2A modern classicProxima Nova, for the formatting demands of data visualization.
3Colors that scaleEndpoint colors with equidistant steps between them.

What we did

01Logo systemPrimary, secondary and simplified marks.

02TypographyOne family with enough weights for product and brand.

03PaletteBuilt on data science principles for geospatial visualization.

04Replica CityA 15-tile illustration system reused like LEGO bricks.

The full story

4 chapters.

01Logo

A mark that adapts to its space.

The responsive logo adapts to different contexts, simplifying the mark as space decreases: first losing its outline, then reducing to the iconic “R” logo. This ensures brand recognition across various platforms.

Primary logo

Secondary and simplified marks

02Typography

A modern classic.

Proxima Nova was chosen for its functionality and versatility. It meets the demanding formatting requirements of data visualization while providing sufficient variation for branding purposes.

Proxima Nova across weights.

03Color

Colors that scale.

The color palette is developed using data science principles, specifically equidistant color scaling, to enhance geospatial data visualization. By selecting endpoint colors and creating a cohesive set through equidistant steps, every color works together, reflecting the brand’s commitment to clarity and precision in data representation.

The Replica palette and its equidistant ramp.

04Illustration

A modular illustrated world.

To highlight the interconnectivity of the built environment, I created “Replica City,” a component-based illustration system made up of 15 tiles. Each tile represents a different aspect of Replica’s mission, from freight to urban life. Tiles or fragments can be reused like LEGO bricks for new contexts and projects while keeping a cohesive visual identity.

Replica City, broken into its tiles.

Tiles assembled into a scene.

Event and campaign banners

Brand illustration applied to data

Looking back

What it led to.

What’s next

A modular system that kept a cohesive identity as new contexts and projects arrived.

Design systems at scale.

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