Midcai
Deliverables:
- Creative Strategy
- Brand Identity
- Website Design
- Copywriting
- Publication
- Office Stationary
Midcai is a Jaipur-based company offering IT services across data systems, platform management, Salesforce, and AI-led solutions
They approached us to redesign their brand identity, website and print collateral, with the intention of making the brand more accessible and appealing to emerging talent across Tier II cities. Working on this project has been a revelation in the capacity of our team to push our skillset and create new avenues of expression.
The identity began with working within a restrained palette and a clean visual language. Midcai’s tagline, ‘unfolding perpetually’, led us to the idea of origami-specifically the act of unfolding as a continuous process.
The logo takes on a spiraling, folded form that suggests movement. The geometry conveys a sense of flow and progression, while remaining sharp and defined. From this core, we developed a library of patterns and iconographic elements that derive from the same folded geometries. The idea is to keep the system minimal, allowing repetition to expand into large compositions that can adapt across diverse formats.
The website, in particular, has been our attempt at integrating motion graphics into this process
We wanted to tell a story for each webpage, featuring as animation on their banners. Their forms evolve through subtle transformations-rotations, expansions, and shifts-while retaining their underlying geometry. The use of strokes instead of filled shapes allows the motion to feel smoother and lighter.
Developing these animations involved working frame by frame, testing time loops to arrive at the most suitable loop for continuity and rhythm. The homepage spiral, in particular, was designed as a longer loop for a slower, more immersive experience.
Every step of the process, we ensured that a certain degree of simplicity was retained, which is why each element feels part of a larger sequence, rather than a standalone graphic. What has emerged is a clean and measured system of very simple visuals, slowly working in coherence to communicate Midcai’s identity.
4 Coffee
2024