Bedroc is a technology solutions firm, but not the type you might expect. Bedroc applies people & ideas rather than the latest and greatest equipment on the shelves. Their against the current stance was the backbone of the identity’s creation. We explored the ideas of reduction, strength and human foundations in our design process. The logotype and brand symbol represent the idea of stripping an idea down to its simplest components. A warm palette combined with personality-driven photography further humanize the brand—positioning them far and away from the visual conventions of their industry.