Amalgam needed to develop their visual language in a way that positions them as an integral and reliable part of the target user's workflow, for anything involving numbers.

Through discovery interviews with the founder and key stakeholders, competitive analysis and audience research, defined the positioning of Amalgam as driven, progressive, and reliable without being complicated or unapproachable.

An identity that cuts out the noise and evokes the brutalist value of creating practical and usable interfaces that feel authentic and witty, with modular elements inspired by data aggregation being key to the business.