This logo exploration was developed as part of a design assessment for Creatiwise, a creative agency with a broad range of capabilities spanning branding, design, digital experiences and technology.

The ideation began with the octopus as a metaphor for the agency’s diverse verticals. Its multiple tentacles represent the different services and capabilities working together, while the creature’s ability to coordinate them reflects the integrated nature of the agency.

The final mark takes this idea further, depicting the tentacles holding onto a thought—a metaphor for how Creatiwise takes an idea and brings its different capabilities together to shape it into a tangible outcome.

The identity therefore moves beyond representing individual services to communicate a larger idea: many capabilities, one central thought.