Oxygen is a component of the mass of living organisms—it brings your ideas to life. The identity created has a sense of energy and being ‘alive’ through a combination of colour, movement and morphing shapes. Harping back to traditional printing methods a series of lines were set at the different angles to represent the separate CMYK dots laid down at varying angles. These lines were then combined on a grid and randomised using Processing (a coding language) to develop random patterns that could be applied throughout the brand. Re-envisioning traditional methods and presenting them in an unexpected manner.