Brand strategy & design
A brand refresh for the enabling force behind smart cities
Paradox Engineering, part of MinebeaMitsumi, builds the interoperable technology that lets cities run street lighting and urban services from a single platform.
The challenge
Paradox Engineering is an engineering-led pioneer in smart-city interoperability, now part of MinebeaMitsumi. Its people knew the work mattered, but the brand did not yet give them a shared story to rally around, or an identity that matched the company's standing in the field.
What we did
We worked from the inside out. Grounded in what PE's own people told us through a survey, we shaped an employee brand platform: a clear purpose, a defined personality and a set of shared values. We then refreshed the visual identity, a considered evolution of the logo, a brand asset system, reworked brochures and presentations, and a storytelling film to bring it all to life.
The outcome
A brand platform and refreshed identity that give PE's teams a shared purpose to rally around, and a consistent, more confident way to show up, inside and out.
The logo
A subtle evolution, not a reinvention
We kept what people already recognised and gave it more confidence: bolder type and a darker, more grounded colour. Paradox is still proudly Swiss, and still stands for the quality and security its previous symbols signalled. We distilled those two marks into one more purpose-driven symbol, an impossible circle drawn from PE's own story, complexity made to feel effortless.
Before After Drag to compare the existing logo with the refined one.
The mark, in motion
The loop, brought to life
A short logo animation that draws the impossible circle as one continuous, effortless motion, ready for film intros, screens and social.
The brand system
One page, the whole language
Logo lockups, colour, typography and the Paradox Loop motif, captured in a single reference the teams can actually use.
In application
The identity, put to work
We reworked the product brochure in the new system: clearer hierarchy, confident type and the refreshed palette carrying the story into the field.
The film
A story you feel before you notice it
We wrote and produced a short storytelling film to carry the new platform, the kind of technology that earns trust precisely because it never asks for attention.
When no one notices us, we’ve succeeded.
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