SIRAP
Storytelling in motion
With the ambition to evolve their brand into a future-facing identity, SIRAP looked to reflect their growing capabilities and diverse audience.
The challenge was to design a modern, elevated visual identity that felt cohesive across every touchpoint—from physical to digital. At the heart of the brief was the need for scalability, supporting the expansion into new territories like CGI, AI, and interactive media. Crafting a system with flexibility, global potential, strong storytelling, and emotional warmth—was not just a design exercise, but a strategic reimagining of what SIRAP could be in its next growth chapter.
The dynamic ‘S’ was crafted to embody storytelling in motion. It serves as both the core identity element as the Sirap monogram and as a versatile tool for framing content across all aspect ratios. Avoiding overused visual tropes and industry clichés, the refreshed identity strikes the delicate balance between structure and character.
The system adapts fluidly to different formats and platforms and modular layouts—spotlighting motion and storytelling through animation and as a navigational tool on the website.
Emphasising the use of shooting and editing both in landscape ratios (16:9, 4:3) and portrait for socials (9:16), Sirap expresses their joy for content in any format.
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