We love working with organisations that look to create a positive impact on the world and CDS is a prime example of this.

We were careful to balance a ‘tech’ aesthetic with something that feels positive, engaging and easy to comprehend. These values are carried through into every aspect of the visual approach.

The design is based on a square pixel structure, but the rounded edges soften the overall aesthetic and create a unique visual approach that CDS can own and can be applied throughout every touch-point.

This rounded edge is also a comment on how accessible tech should be for CDS’s clients and how easily products and services can be integrated.

We were tasked with creating a brand that was built on the foundations of ‘tech for good’. This meant that we embraced open-source resources and conformed to a high level of accessibility standards.

The colour palette passes WCAG AAA for all normal text, large text (14pt and larger) and graphics with the shown combinations. Creating a simple colour palette with so many AAA combinations (18) is quite an achievement and this gives CDS a perfect balance of consistency and versatility. Balancing these two factors ultimately establishes longevity.