Launch@22

Launch@22, a newly launched initiative by CERI (Centre for Entrepreneurial Research and Innovation) and the Malka Foundation, positions itself as the final launchpad for serious innovators, for those working on next-gen genetics, clean energy and breakthrough technologies. Launch@22 is where lengthy R&D journeys in Western Australia culminate in market-ready solutions. 

‍

OKMG was engaged to design a distinctive logo and brand identity for the project. The visual identity had to complement CERI’s established brand while standing on its own. The immediate application was for large-format signage for wall and door decals in the office space.

‍

Our first step of discovery was to explore the meaning and purpose behind the naming of the brand. The number “22” isn’t random. It’s rooted in feng shui principles, a stand-in for the master builder archetype: visionary yet practical, ambitious yet grounded. It also more logically represents the foundational location of the programme, which is 22 Stirling Highway in Nedlands where CERI’s headquarters is located. A flag in the sand to declare that “innovation starts right here.” Along with a wide variety of typography and logomark exploration, we experimented with colour palettes but ultimately chose to stay true to CERI’s unique colour scheme and an evolution of their graphic device. The final logo strikes a balance between familiar and fresh: recognisably part of the CERI ecosystem but assertively its own entity. Bold, aspirational visuals speak directly to founders who have already proven their mettle within CERI programmes and are now laser-focused on scale and commercialisation. 

‍

We look forward to following the journey of the programme and the impact that its attendees deliver - an exciting branding project to support and be involved in!