A brand identity system for Plume, and adaptive WiFi product.
The mark picks up on the hexagonal form of the product, using linear forms that reference the universal symbol for WiFi. The word-mark was crafted bespoke to the brand, using bracketed serifs that pick up on the forms within the mark.
Using a warm, neutral color palette, paired with tacticle, unconventional material choices — the visual identity for Plume positions the brand in relation to the home, rather than leading with a story of technological innovation.
Role: Design Lead (Sr. Designer, Art Director)
Agency: Character SF