Client
Based in Shanghai, Project Imago is an experimental jewelry lab founded in 2022 by a team of jewelry designers, programmers, and architects. Combining algorithm-generated biomorphic shapes with handcrafting treatments, Project Imago lives in “the prehistory of post-future.” This unique aesthetic vision has caught the eye of younger generations, making Project Imago an exciting brand in customized jewelry design.

Solution
The design process of Project Imago’s logo is an exploration of its foundational principles. It began with line drawings of various organic motifs found in Project Imago’s creations, progressively transitioning to abstract integrations. As soft curves were juxtaposed with sharp edges, the line weight and negative space were refined, transforming it into an elegant and dynamic organism, reminiscent of a piece of jewelry. Similarly, the choice of font—a modern twist on traditional serifs—further emphasizes Project Imago’s commitment to blending the richness of craftsmanship with technology. The visual identity also incorporates grainy monochromatic photography to accentuate the intimate beauty of Project Imago’s jewelry pieces.

Outcome
Since 2023, the rebranded Project Imago has made notable appearances at several fashion weeks, successfully garnering a dedicated following of customers. As Project Imago makes its mark in the jewelry world, its logo and visual identity stands as a reflection: an unknown, elegant and chaotic biomorphism, and its foundational ideal: an experimental union of traditional jewelry artistry with the possibilities of modern technology.