Embacy, a design agency specializing in websites and brand identity for digital products, displays the new brand identity and website for CMA. CMA is complicated — it provides niche solutions that digitize economies. In this market, the brand identity should be serious, but it doesn’t have to be devoid of color.

What makes CMA stand out in this market, is the modularity of the products they offer. In order to showcase this flexibility, Embacy turned to Kumiko: an ancient Japanese technique of working with wood and creating bewildering patterns out of simple shapes. All without glue or nails. The shapes for this brand identity feel technological and sophisticated and they’re rooted in the concept that CMA helps reshape economies.

The number of careful design choices is what helps to keep these shapes from being off-putting and inhumane, which is a common problem to avoid for brands that need to be confident and technological. The soft color scheme with the measured neogrotesk typeface manages to strike the right balance, feeling confident yet inviting.

The different products that CMA provides are not only color-coded, but each come in their own shape. Payment systems are rolling, transforming paper currencies into something intangible. Depository systems are systemic containers. Commercial banks are a diamond made out of diamonds, a strong cutting figure. And they’re all linked together with the flexible and shifting services.

The website features a lot of 3D and motion, bringing the brand identity to life. Despite this, due to careful and deliberate optimization, the website is more than well-optimized and can load quickly on any device, in any part of the world.