Created at DAIS Brand Strategy.

Madison are famous for cable, but their expertise doesn't stop there; they needed a brand that celebrated their core strength - constant connectivity. We identified four streams of delivery - Cabling, Networks, Wireless and Audio Visual.

I developed a unit that was really four segments, each shape feeding both inwards and outwards. Then created a halftone pattern based on the triangle/arrow. Using the custom halftone, to suggest form, I was able to make a geometrical shape unique, but more importantly - it tells a story.