Provoke Curiosity
Provoke Curiosity is a multicultural strategy and storytelling company.
The ProblemThe company already had a name and a clear point of view. What it didn’t have was a visual identity that could express that point of view consistently.
There was an early, placeholder logo, but no system. No structure. No visual language that could scale across digital, social, and physical touchpoints.
The challenge was to create an identity that could hold many voices without becoming vague or generic.
The ApproachThe work focused on building a visual system that balanced structure and openness.
The identity needed to:
Support culturally grounded storytelling
Feel flexible across topics and formats
Remain clear and recognizable
The system was built from the ground up, based on the company’s positioning and values.
The WorkDesign decisions centered on clarity and adaptability:
A typographic system that can carry narrative content
Layout patterns that work across web, social, and print
Visual elements that can shift in tone while staying coherent
The system was applied across:
The website
Social media templates
Merchandise
The website became the first full expression of the identity and sets the tone for how the company presents itself and shares its work.
My roleI led the visual identity and website design.
Translated the company’s positioning into a visual system
Defined typography, color, and layout
Designed the identity and core brand elements
Designed and built the website
This was an end-to-end process working directly with the founder.