Simile Design & Branding SIMILE by Simile


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Industry Advertising agencies, Business equipment & services
Media Design & Branding
Market Thailand
Agency Simile
Illustrator Brian Vallesteros
Released March 2013

Credits & Description

Advertiser: SIMILE CO.
Agency: SIMILE
Category: Household
Illustrator: Brian Vallesteros
Design Director/Managing Director: Thnadech Kummontol (Simile Co. Ltd.)

Business meetings are seldom social events. However, the various monkey's stealing the "i" on different business cards make even hard-nosed clients smile. A business card that manages to break the ice, and become a talking point before a meeting begins, is a better introduction than most powerpoint slides with an agency manifesto.

Client Brief Or Objective
The agency's name SIMILE is a figure of speech in which two fundamentally unlike things are explicitly compared, usually in a phrase introduced by like or as. Develop a corporate identity that demonstrates this meaning and illustrates our quick-turnaround design capabilities with an approachable and friendly tonality.

Research, intuition, coffee and an illustrator that understood the difference between a cartoon monkey and an illustrated monkey.

Brief Explanation
To create a visual simile (without resorting to a literal graphic translation) is a challenge. A monkey was used to represent a simile. "As agile as a monkey" captured the quick-turnaround proposition. To achieve a playful tonality, the monkey graphic throughout all the designs was illustrated stealing the dot of the letter "i". Across all stationary, the varied monkey illustrations suited the medium (letterhead, envelope & business cards), showing that every design project is bespoke, and that no two are the same - based on this, each person's business card has a monkey in a different pose.