You are reading a 2015 entry from my Curriculum Vanitas page. The next one is titled “A testament to being hands-on”.

Ideology as a basis for aesthetics

I help co-founders Sandra Aerts and Nico Huybrechts with naming and branding their big data start-up.

We settle on dataSHIFT as it embodies their strategy. An early version of the brand uses the Rubik’s cube to symbolise piecing data together.

Inspired perhaps, this project also marks a shift in my design approach. Ideology becomes a stronger basis for aesthetics, helping me grow as a strategist.