The Untapped brand has people at its heart, and Pentagram’s design team created an expressive brand symbol that embodies this.
The profile shapes are abstractly rendered as 3D plains with dynamic, refracting gradient colour spaces, showing the ‘profile’ with both a layered, faceted depth as well as the relationship between multiple profiles creating communities.
The brand symbol’s oval proportion is abstracted to create a unique ‘profile’ shape. The resulting dimensions naturally frame a portrait photograph, and the shape is used throughout the brand system to frame the people at the centre of the Untapped community.
The Pentagram team translated the core visual language across both website and digital product design. They developed UI components that created brand moments in-product and finessed a seamless motion behaviour for the digital experience.