Craig Parsons
Creative Director · Co-Founder · Chief Creative Officer
In their own words
They represent the action of coming together in a real way, and the two sides of a new, dynamic conversation.
We designed the graphic to signify the moment the salesperson becomes the ambassador.
As a leading brand in the tech space, we feel the hard flash speaks to HERO’s ‘screen burnesque’ or digital edge.
I tweaked Sharp Grotesk Bold so it just felt a little more architectural for the relationship between these particular letterforms.
The golden poppy colour needed to feel urban but at the same time optimistic.
It is critical that we keep looking forward, as far into the future as possible.
We have to intimately understand the culture of a business before we can solve anything with design.
Articles & interviews
- PARSONS’ bold identity for HERO aims to capture the conversation between consumer and company
The article showcases Galway-based studio PARSONS’ bold and dynamic brand identity for tech platform HERO, which connects consumers and brands through digital conversations. The identity uses abstract speech bubble forms, vibrant colors, and confident typography to express the brand’s personable and future-focused ethos. Motion by Studio Gummi and photography highlighting user interactions complete the energetic visual system.
- PARSONS showcase confidence and restraint with their identity for creative services agency CADRE
Ireland-based design agency PARSONS created a confident and restrained identity for creative services agency CADRE. The design centers on a customized Sharp Grotesk wordmark, complemented by supporting typefaces and a minimal color palette of black, white, grey, and golden yellow. The identity reflects CADRE’s structured approach and focus on connecting brands with Black audiences.
- Craig Parsons on how "a little old school decorum" helps PARSONS' client relationships flourish
The Brand Identity interviews Craig Parsons, co-founder and CCO of Cape Town-based studio PARSONS, about maintaining strong client relationships through professionalism and respect. Parsons discusses the studio’s ethos of strategic, human-centered design, their work for clients like Belgotex and Design Joburg, and how they’ve adapted to remote work during lockdown. The conversation highlights the studio’s collaborative culture and commitment to authentic brand storytelling.