Figment

Feb 2021

Figment’s brand identity project centers on a tactile, minimalist graphic design system that spans print collateral, packaging, and environmental applications. The creative direction, led by a collaborative team including Foreign Policy, Léo Maubert, Redkroft, Studio Es, and JAC&, emphasizes clean typography and a sophisticated color palette of muted blues, oranges, and earthy tones. The visual execution relies on natural light to highlight paper textures, embossing, and physical material finishes across stationery, business cards, and custom packaging. Beyond static print, the identity extends into lifestyle vignettes and functional branded goods, maintaining a consistent aesthetic language that balances bold, modern typography with a clean, deliberate composition.

Horizontal, Commercial, Clean

Natural light

Advertising Campaign