The negotiation between doing too little and doing too much.
This was one of the iterations for a visual identity I developed for Curaty. It wasn’t the chosen design obviously , but I believe this iteration had a lot of storytelling merit.
The concept revolved around the idea of a frame, and how placing an object inside it could shift its meaning. Add a person, and it becomes a room. Hang a painting, and it feels like a window. Place an object inside, and it turns into a shelf. With no object in it, its like an elevation of a Tesseract! There were so many layers to its usage and narrative potential.
We decided to scrap this option internally before even presenting it because it strayed too far from the original identity. It felt like a more abstract take on the chosen design, which is still rooted in the same framing concept but leans more on typography.
Looking back, I understand why we didn’t go with this—the chosen one was a cleaner, neater choice. But sometimes, especially in design, I find myself wondering: how much is too much?
