Osuma’s new identity was built around freedom in working life. At Ahooy, my task was to explore what that freedom could look like in motion.

Freedom of movement became the starting point. Working life isn't a straight forward path anymore. It can take a few turns, and the motion leaves room for that. Changes in direction and a sense of discovery give the brand an open, flexible character.

The circular forms in the identity gave me a natural foundation to work with. I used them to build movement with a bit of swing and confidence. Broad gestures give it presence, while the rhythm keeps it approachable.

The idea was to make new directions feel like possibilities. You don’t need to have your whole career mapped out to take the next step.