On the Edge

On the Edge · Brand Identity

How&How developed the brand identity for On the Edge, an expansive project that integrates bold typography and nature-inspired imagery. The design system features a vibrant palette of yellow, lime green, and grey, applied across environmental murals, large-format posters, and digital motion graphics. The execution relies on a clean, graphic aesthetic that combines editorial layouts with macro cinematography of wildlife and human features. Techniques such as motion graphics and UI illustration enhance the brand's visual rhythm, while a minimalist approach to white space and sans-serif letterforms ensures consistency across both physical and digital touchpoints.