Casbeg

A system that makes consulting feel lighter.

Background

Casbeg is a consulting firm focused on helping B2B and e-commerce businesses grow. Known for its ambitious approach, the company has evolved rapidly. However, its existing visual identity could no longer keep pace, it lacked flexibility and failed to reflect the brand’s professionalism.
Challenge

To design a flexible, functional visual identity system that supports the brand’s diverse communication needs: from case studies and e-books to presentations and social media content.
Insight

Consulting is all about structuring complex information. What matters is clarity, efficiency, and quick access to the core message.
Solution

Casbeg’s new visual identity was designed to reflect the brand’s spirit. The system is built on a high-contrast color palette, black and white, complemented by a bold yellow that evokes a highlighter: a tool used to organize information and mark what’s most important.
A recurring rectangular motif brings to mind notes, slides, and action plans. The logotype is structured with rhythmic lines that separate each letter, emphasizing their individual value while highlighting the importance of working together as one cohesive unit.
The whole system is responsive and dynamic, it expands and contracts depending on the content and context.