Work/Case 001 · Self-initiated · 2026

Mulder Media Group,rebuilt.

A new identity, website and launch kit for our own studio. Designed, built and shipped in September 2026.

Client: Mulder Media Group (us)
Scope: Identity, website, launch kit, motion studies
Year: 2026
Status: Live

Black architectural planes with a single small square of electric blue light set into one wall — Plate 01Signal. The campaign artwork: one square of blue, precisely placed.

(01) The problem

An identity that couldn’t scale down.

The old logo was a brush script saved only as a low-resolution image. There was no symbol, no favicon and no vector file, so it could not shrink to an app icon or grow to a sign. The website ran on a site-builder template that looked like everyone else’s.

(02) The idea

The signal,
precisely placed.

A five-by-five grid of square blocks forms the M. Twelve are warm white. The thirteenth, bottom right, is electric blue: the one point the eye lands on. Every other decision in the system exists to protect that single signal.

Plate 02Construction. Block 10 units, gap 1 unit, no curves anywhere.

The M built from thirteen warm white ceramic cubes, the bottom right cube glowing blue — Plate 03The same thirteen blocks as an object. Campaign imagery only; the flat SVG stays the logo.

(03) Decisions

01
A mark that survives 16 pixels.
No curves, no gradients, no fine detail. The favicon and the sign are the same file, so the brand never has to be redrawn to fit.
02
One accent, measured.
Electric blue measures 4.24:1 on black, below the 4.5:1 that small text needs. So it carries large type and fills only, and a lighter blue (6.78:1) carries anything small.
03
Three typefaces, one job each.
Host Grotesk does the talking. Instrument Serif italic adds one or two words of emphasis per headline. Geist Mono labels and numbers things. Nothing else.

Black#0A0A0A

Graphite#171717

Warm white#F2EFE8

Electric blue#1769FF

Grey#8C8C8C

Host Grotesk

Headlines, body, interface.

Instrument Serif Italic

One or two words of emphasis, display sizes only.

Geist Mono

Labels, index numbers, captions.

Plate 04Colour and type. Five colours and three families; every text pairing is contrast-checked.

(04) In use

From a 16 px favicon to a launch campaign.

Launch poster: We build brands people remember, above the ceramic M — Plate 05Introduce. The headline pattern: a plain statement, then one word of blue.

Launch poster: Five things, done properly, listing the five services — Plate 06Explain. Numbered rules instead of boxes, so the list reads like an index.

Launch poster: Start with a conversation, listing the four process steps — Plate 07Invite. The process in four words, and who you will be talking to.

The Mulder Media Group homepage: We build brands people remember, beside a blade of blue light — Plate 08The website. Hand-built, served as static files, and lit by a live shader instead of a video.

Facebook cover: We build brands people remember, with a blue light blade on the right — Plate 09Facebook cover. Every word sits inside the area phones keep after cropping.

(05) Measured

Blocks: 13One master SVG, used from the 16 px favicon to 1080 px posters.
Text contrast: 17.24:1Warm white on black. The accessibility minimum for body text is 4.5:1.
Third-party scripts: 0No trackers, no ad tags, no outside code. The site loads only its own files.
Stock photos: 0Every image on the site is art directed in-house.

Credits

Strategy, identity, design, code: Johan Mulder
Imagery: Art directed in-house with Higgsfield

Case 002 could be yours.

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A mark that survives 16 pixels.

One accent, measured.

Three typefaces, one job each.