The brief from Desktop Magazine was to create a strong, bold identity for the 2012 Desktop Create Awards that stood out and grabbed the attention of the design community and drew focus towards the awards. The identity is based around the idea of creation, construction, and the steps that are taken throughout the creative process. These steps are represented in an abstract manner through iterative geometric shapes that form the ‘net’ of the design. A simple visual illusion is used to convey the different angles or perspectives taken when approaching a design.


Created with
Peter Mullins, James De Angelis and Blake Mills at Mentally Friendly