3D Visual Language for Sinch

About

Development of a comprehensive 3D visual identity system.

This project involved the creation of a unique 3D visual language for Sinch, designed to sit alongside their existing photography, illustration, and UI elements. The core challenge was to enhance the brand's dynamism and digital presence while strengthening its key attributes: Bold, Human, Trustworthy, and Sunny. The new system needed to feel energetic and innovative without appearing childish or toy-like.

The project resulted in a versatile toolkit including:

A library of customizable 3D scenes and objects.
Guidelines for color application across light and dark modes.
Texture and material specifications.
Principles for lighting, camera angles, and composition to maintain brand consistency.

This new 3D language provides Sinch with a flexible, ownable, and sophisticated asset system to communicate complex ideas with clarity and bold, sunny optimism.

Creative Direction & Core Principles

Sunny & Bold: Warm light with strong shadows for a positive, realistic feel.
Hero Yellow + Blue: An energetic color palette led by yellow, paired with blue for balance.
Human Texture: Organic materials like fabric and ceramic contrasted with frosted glass.
Metaphorical Shapes: Simple, rounded forms that create landscapes and meaningful symbols.
Abstract Meets Real: Scenes blend 3D objects with real devices to bridge concept and reality.