Creative Director
We were inspired by music festival branding, rave flyers and punk show posters.
It wasn’t until we added eyes and gave it a personality that it really clicked.
When it felt too curated or perfect, we scrapped it.
The brand wasn’t playing at the same level as the organisations they were working with.
The ‘Insights Architect’ emerged naturally when we focused on the ways in which Lux approaches the work.
We wanted a sans serif typeface that leaned approachable and warm.
Most came off as large, corporate-like firms that looked and felt unrelatable.
When creating a modular system with the logo, you need to have a plan of how to apply it all, and set up detailed guardrails, as things can go sideways quickly.
Brands in the identity verification space are typically dominated by outdated computer graphics, abstract shapes, symbols, stock icons and saturated colours, which often feel outdated and blend into one another.
What was missing was the human element – the people behind the devices.
Vancouver-based studio Pendo rebranded Dickie’s Ginger to appeal to younger drinkers with a lively, festival-inspired identity. The new design centers on a playful ginger-root character, custom typography by Nathan Metzler, and a raw, DIY art direction that rejects over-curation. The result balances fun and sophistication, positioning Dickie’s Ginger as a modern, locally made beverage brand.
Pendo rebranded Vancouver-based research firm Lux Insights, creating a modular identity system inspired by the concept of an 'Insights Architect.' The new design balances professionalism with approachability, using the Graphik typeface and custom animation to reflect Lux’s tailored methodology. The rebrand avoids corporate clichés, positioning Lux as a personable yet expert alternative in a visually homogenous industry.
Vancouver creative agency Pendo refreshed Trulioo's fragmented identity to support the Canadian digital identity-verification company's global ambitions. The overhaul introduces a human-centred visual system that contrasts with the sector's cold technology aesthetics, using a customised serif wordmark, green-led palette, editorial type and accessible illustrations.
Vancouver creative studio Pendo evolved its existing identity for Manukora into Manukora Botanicals, a minimalist wellness sub-brand centred on self-care and slow living. The system uses a more expressive application of Metro Sans, customised Moret, animated cascading sun-ray forms, and an ingredient-led palette of earthy reds and pinks.
Pendo developed a refined, wellness-driven brand identity for New Zealand’s Manukora honey, emphasizing natural tones and a balance between heritage and simplicity. The project features custom typography, including a bespoke version of Moret, and a warm, earthy color palette inspired by the honey itself. The result positions Manukora as an upscale apothecary-style brand rooted in wellness and sustainability.