Technology should make life easier, not the other way around. Fifthlab connects people to technology that solves real business problems and empowers them to live better lives. Instead of a “great product”, they built an ecosystem and their users are within the ecosystem not outside of it. They are in fact, a part of the team So, fifthlab has one big team in two clusters - the creators and the users. The brand identity is designed for the two clusters of the big team, the creators (of technology) and the users. It is optimized to give the creators a sense of ownership, belonging and possibility while giving the users a sense of possibility and achievement. We set out to create something that is simple and works for both clusters, yet distinct, authentic and versatile.