Four Paths to a Circle
How do you show something you cannot see? A company's DNA is neither a machine nor a folder. It is more like a place where everything comes together. So I looked for images of places.
In the end four directions stood side by side. A small city model in which the DNA is the market square. A site plan on which you draw paths from the centre to website, phone and flyer. A round square where everything stands. And a floor plan with rooms. An explainer image is design, not decoration. It has to make a thought simpler, otherwise it does not belong on the page.
I chose the site plan, with one condition: map and circle have to look the same in every image. And I like the view from above at an angle, as if leaning over a table.
Even so, the first version after that was wrong. Twelve cards, the plan huge on the floor, the people small beside it. The person belongs in the centre, not the map. So today the site plan lies on a standing table, and at the table two people are talking. That is how all the images look now.