Jellyfish: A Fusion of Creatures and Cultures

Creating a Unique Corporate Identity for an Investment Firm

Designer Sharon Webber-Zvik faced the challenge of creating a corporate identity for an investment firm named Jellyfish. Drawing inspiration from Eastern cultures, she embarked on a journey to transform the perception of the jellyfish from a weak and spineless creature to a symbol of power and strength.

Webber-Zvik extensively researched the symbolism of jellyfish in Eastern traditions and mythologies. While initial findings portrayed the jellyfish as a powerless prey without a brain or spine, she delved deeper into cultural traditions and mythologies related to Yin and Yang and the elements of Earth and Water. This exploration led her to envision a fusion between the jellyfish and the dragon, two iconic creatures in Eastern culture.

By merging the qualities of the dragon and the jellyfish, Webber-Zvik created a unique creature that projected power and strength while still resembling the shape of a jellyfish. The fusion of the two creatures symbolized the balance between good and bad, victory and loss.

The design process involved sketching the jellyfish based on scientific drawings and evolving it into a more simplified and "flat" form using digital tools such as Adobe Photoshop and Illustrator. The final step was bringing the creature to life in 3D using Autodesk's 123D Creature and Meshmixer.

The design's unique properties lie in its ability to capture the essence of a jellyfish while incorporating elements of the dragon. It represents a fusion of creatures and cultures, emphasizing strength and respecting the clients, their customers, and their customers' cultures.

The design was realized in various forms, including a corporate style guide, logo, business cards, stationary, posters, and email signatures. Additionally, a 3D model of the logo was created and printed using advanced 3D printing technology, allowing for future marketing byproducts such as USB memory stick giveaways and champagne corks for celebratory events.

The sense of corporate identity is achieved through the total use of the design in all the client's media. The logo itself incorporates a layer of hidden interactivity, allowing viewers to perceive either a jellyfish or a dragon while still evoking a sense of power and strength.

The project, which started in May 2013 in Tel-Aviv, Israel, was completed in October 2013. Throughout the design process, Webber-Zvik conducted extensive research on Eastern cultures, creating a local archive of articles, stories, images, and drawings to inform her design choices.

The design overcame challenges such as the intuitive and non-positive connotations of the company name and the need to cater to a target audience from different cultures. Additionally, Webber-Zvik had to quickly gain proficiency in 3D tools to realize her vision in 3D at her desired quality standards.

Overall, the Jellyfish design represents a fusion of creatures and cultures, creating a unique corporate identity that embodies power, strength, and respect for diverse cultures.