When the brand was first presented, it appeared bold and modern, yet lacked visual coherence and often felt chaotic. After analyzing the company’s goals, the branding direction shifted toward a warmer and more approachable tone.

The first step was to prioritize the warmer colors already present in the existing palette over the colder ones. Although this initially seemed like a natural solution, these colors proved too bright to function effectively as backgrounds or primary elements, as they had originally been intended only as accents. An alternative approach was required that would preserve the original palette while expanding its usability. Gradients emerged as an effective solution, allowing for experimentation with hue, opacity, and color combinations. They soon became one of the primary visual tools used across the brand’s materials.

Aligned with Politexts’ goal of presenting a more human-centered identity, an illustration style was developed for use across marketing materials. These illustrations were adapted into short-form animations intended for social media advertising, portraying relatable mundane situations experienced by clients. The visual style evolved through several iterations, initially appearing more realistic with a limited color palette before gradually shifting toward a more stylized approach. Despite these visual changes, the production process has remained consistent.