Project Overview
CTRUH (pronounced "see-through") creates immersive 3D and AR experiences, but its old identity didn’t match the vision. The earlier symbol—common across many industries—felt generic and disconnected from the company’s innovative work.
I refined the identity while preserving its familiarity and built a concise design system that unified how CTRUH showed up across products, presentations, and the web.
Rebranding
Design System
Logo Design
Branding & Identity
BUSINESS PROBLEM
While CTRUH’s technology advanced quickly, the brand lagged behind. The earlier symbol looked generic and lacked the warmth or immersion the company stood for.
The refresh was a chance to refine the mark, introduce a more human form, and create a unified visual system for all digital touchpoints.
01.
Core Ideas & Emotions
The refresh centered on “Technology for All” — making advanced 3D and AR tools feel simple, human, and accessible.
Design + Code: balancing realism with technical precision
Immersion: bringing experiences to life
Accessibility: softening rigid shapes into friendly forms
Emotion: adding warmth without losing clarity
The emerging heart-like shape expressed a genuine love for technology and the brand’s mission to make it approachable.
02.
Redesign Idea
The process began with the original code-inspired symbol — sharp and rigid. By blending it with a softer, organic form, the mark evolved into a fluid heart that felt modern and human while still honoring the founder’s original concept.
