Ace

May 2023

Ace commissioned studio Smörgåsbord to develop a comprehensive brand identity system that integrates graphic design with spatial and experiential elements. The project explores a minimalist aesthetic defined by high-contrast monochrome patterns, sharp vector typography, and a recurring red and white color palette. Across various touchpoints, the design language centers on geometric iconographic grids that bridge physical architectural spaces and digital motion graphics. The identity extends into an immersive event environment, featuring large-scale light installations and atmospheric staging that translate the brand’s graphic motifs into a physical experience. This systematic approach includes everything from motion-responsive logomarks to interior environmental design and promotional print collateral, maintaining a consistent visual rhythm throughout the brand ecosystem.

Horizontal, Minimalist, Commercial

Brand Film / Corporate Video