caasual

Challenge

CAASUAL is our own studio: a branding agency that works as a collective of designers, has worked with AI from the start, and was founded by two designers from Lublin. The name says it all: (CAAS)UAL stands for Creative as a Service, a model in which companies can get ongoing design support on a subscription instead of one-off commissions. We also take on projects quoted as a whole and billed by the hour.

Designing for ourselves meant being our own most demanding client.

What we did

We built the identity around the brackets from our logotype: closed around a single letter C, they became a compact symbol that works as an app icon, cap embroidery and a giant T-shirt print. A grainy, warm gradient of orange, yellow and deep green gives the brand its distinctive mood, while a muted base of black and cream keeps things in order.

We extended the system to embossed business cards, ID badges, a custom icon set, oversized T-shirts and caps, Instagram stories explaining the CaaS model and a website that speaks our language.

Result

The brand grew out of the experience of our previous studio, prepare design studio. Designed casually. Crafted seriously. This time, for ourselves.