Positioning and Branding For a Material Sciences Startup

Strategy & Positioning
Brand Voice & Messaging
Identity & Visual Systems
Web Design & Development
Foundation Alloy wordmark
Illustration of wordmark highlighting chiseled edges on font and logo
The chiseled edges from the F mark are mimicked in the counters and customized construction of the letters in the wordmark.

CHICAGO April 9, 2024 — We're incredibly proud to introduce Foundation Alloy, whom we worked with to create a brand positioning platform and visual expression.

Foundation Alloy leverages groundbreaking technology to manufacture cutting-edge metal alloys, enabling innovation across sectors dependent upon metals for many high-performance applications, from lawnmowers to spaceships.

Applications for this brand system were incredibly varied—pitch decks, website, even possibly packaging way in the future—making optionality and dynamism significant. A custom typographic logo celebrates the process of building complex metal alloys while nodding to the operation of printing 3-dimension components from novel, cutting-edge materials.

The system truly came together on their website, launched in November 2022, where the positioning works in perfect harmony with the identity to create a completely unique and wildly expressive home for this novel alloy startup.

Photo of a notebook with the Foundation Alloy wordmark embossed into cover.
Collage of items showing Foundation Alloy branded swag.
The employee swag kit including: an embroidered hat, hoodie and laser engraved water bottle.
Images showing 3 shapes from the logo to create a system of labels and expanding textural shapes.
Using the 3 shapes from the logo to create a system of labels and expanding textural shapes.
Image of Foundation Alloy Business Cards
Photo of Foundation Alloy logo on billboard
Image of illustration style for metal alloy manufacturing possibilities.
Illustration style for metal alloy manufacturing possibilities depicting simple to more complex from left to right.
Collage of images showing the logo used as a mask on top of a photo. Also showing logo on LinkedIn.
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One Design Company is a research-driven design and development studio. For over a decade, we’ve explored the intersection of experience and technology—where powerful brands come to life. Want to learn more? Let’s chat.

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