The 1
Craftsmanship Co. partnered with The 1, Central Group’s loyalty platform, to develop a new brand identity system under a Digital-First Brand Identity approach. The project focused on building a scalable identity system designed to operate at platform level—supporting both digital and offline applications, while remaining adaptable across partners and multiple business units. Rather than a visual refresh, the work was framed as a structural identity system—ensuring clarity, consistency, and long-term usability across all brand touchpoints.
The project began with restructuring the logo and wordmark system, focusing on proportion, rhythm, and clarity to ensure consistent performance across screen-based and physical environments.
The color system was redesigned with accessibility and contrast in mind, aligning with international usability standards. This was paired with a graphic system based on a Quad-Tree structure combined with geometric forms—allowing information to be organised clearly while maintaining visual consistency across large-scale applications and teams.
From a UX perspective, Craftsmanship Co. defined guiding principles and UI recommendations to ensure the identity system could integrate seamlessly with digital products. Sample applications were initiated to demonstrate visual hierarchy, layout logic, and information flow—serving as a foundation for future extensions by internal teams.
Logo usage guidelines were also redefined to support The 1’s role as a multi-partner loyalty platform. Clear rules around application, placement, and adaptability help ensure the brand remains recognisable and consistent across all partner and business unit touchpoints.
