Cause/Affect is a multidisciplinary creative studio that exists to find good outcomes through creative solutions. This is a studio in pursuit of positive change; empowering connections in communities and happier people on the whole. First and foremost, Cause/Affect holds true to its values of clarity, compassion, empathy and inclusion—and they asked Roonie to develop a brand that could tell their story in action.

Our first step was to craft an authentic wordmark that articulates Cause/Affect’s clear-cut mission, “to create real change”. Starting with the typeface, we chose a modern sans serif that is both friendly and grounded with a creative edge. We then differentiated the letter ‘C’to tie the words, ‘Cause/Affect’ together. This subtle play with type also signifies the circular nature of collaborating for change in our communities; where the cause or problem affects the solution. The contrasting and vibrant colour palette is hopeful, playful and self-assured—a perfect tonal platform for communicating the promise of this innovative and bold studio brand: “to work for the greater good”.