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Sector
Venture building
Location
Singapore
Role
Brand identity, motion, 3D, digital
Year
2026

Liminal

Inside the liminal space, everything collides.

Liminal is a venture builder in Singapore. They came to me for the branding and asked me to create a cult.

They wanted to be mysterious, creative and innovative. I built a generative, high-paced visual language to show that: one mark and one grid that stay fixed, and a surface on top of them that keeps changing.

Identity
Symbol, wordmark, grids, colour, type, icons
Motion
Logo animation, grid systems, kinetic posters
3D
Objects and totems, built in Cinema 4D
Digital
Website, social, newsletter, slide templates
Guidelines
The brand book, from story to applications
Campaign
Merch, posters, event and street
01The brief

Create a cult.

Every founder asks Liminal the same question: so, are you a VC? The brand does not answer it. It gives people a symbol, a language and a way in.

The question, as it runs on the website.
Order fractures into chaos. Chaos sharpens into clarity.
02The mark

Two brackets on a four-unit grid. They meet at two points and never close, so the mark always reads as an opening.

Construction: 4 × 4 units, 45° chamfers.
Logo animation.
The brackets open and frame what is inside.
Guidelines page: wordmark spacing
Guidelines page: symbol clearspace
Guidelines page: logo on black and on white
Guidelines page: wordmark misuse examples

From the guidelines: spacing, clearspace, colour and misuse.

03Colour and type

Black and white do almost all the work. Orange is the signal and shows up only when something switches on.

Palette in proportion: Void Black and Threshold White at ninety per cent, Liminal Dust and Threshold Orange as accents
Type specimen: Space Grotesk Light for statements, Space Mono for labels
Space Grotesk speaks. Space Mono labels.
Icon index: twelve pixel icons and eight line icons with their names
Icons, in pixel and in line.
04The grid

Regular grids hold the structure. Circular grids mark motion and focus.

Posts, slides and posters are all set on the same grid.

“From fracture comes clarity. From chaos, momentum.”
The circular grid: one frame, read as pixel, depth and halftone.

The grid in motion. Cells switch on, images sit inside them, the wordmark holds the corner.

Post: LIMINAL on a white grid with a pixel block
Post: LIMINAL on a black grid with a pixel block
Post: a dot-matrix wave inside circular guides
Post: squares and discs on the grid above the wordmark
05Four layers

Each image can be read four ways: as form, as depth, as code and as pixels. One layer leads in every frame.

Form
Depth
Code
Pixel
The pixel layer and the annotation layer, following him as he walks.
The same idea as a post.
06Objects

A library of 3D forms, built in Cinema 4D. They give a flat system weight and something to hold.

Poster: Inside the liminal space, everything collides, over white spheres
“Inside the liminal space, everything collides.”
One object, every reading.
07Xerox Underground

The photography is meant to feel found.

Scan noise, motion blur, and people who are only ever partly in frame.

A punched sheet taped at the corners: a negative photocopy of a figure walking, blurred in streaks, with a row of tick marks across it
A taped, punched sheet: plate 03, the halftone eye photocopied large with four smaller frames and typed notes under it
A folded, yellowed sheet with a paperclip: plate 07, the grid post photocopied large with four smaller frames under it
A punched sheet with three taped photographs: a hand, a walking figure, the back of a head
A sheet with six small negative frames of legs on stairs and runners, one circled, a paperclip and a stamp
An open ring binder: a grainy photocopy of a walking figure on the left page, graphs and taped notes on the right
The research binder.
08In the wild

The same system on clothes, screens, paper and the street.

Campaign: three figures in black Liminal pieces walking down a concrete underpass at night, shot with flash
08.1Merch
Black t-shirt with the Liminal lockup on a wire hanger on a chain-link fence, shot with flash
Tee
Black hoodie laid on asphalt, the symbol and Step across. on the back
Hoodie
Black tote with the symbol hanging from a steel bollard
Tote
Black steel bottle with the symbol on a concrete kerb
Bottle
08.2Social
Posts
Stories
08.3Website, newsletter and slides
Website hero.
The threshold between familiarity and the future.
A section in depth.
Newsletter
A slide template on a laptop on concrete steps: From fracture comes clarity.
Slide templates
Guidelines page: presentation title slides
Guidelines page: presentation slides
Guidelines page: newsletter template
08.4Event
A stage screen showing Step across. in front of a seated audience
Stage screen
An event pass on a lanyard hanging from a steel handrail
Badge and lanyard
The countdown poster pasted on a plywood hoarding
Countdown poster
Kinetic poster: the event lockup.
Conference post.
08.5Print
A letterhead taped to a concrete wall with black tape
Letterhead
A black envelope and a stack of black cards on a concrete step, shot with flash, the symbol embossed small in the corner of the top card
Envelope and cards
A black card wedged in the gap of a steel door above the keyhole, the symbol embossed small in its corner
Left at the door
A gloved hand holding a black card against a concrete wall, the symbol embossed small in the corner
Member card
08.6Street
Street totem
Poster site outside a museum: a typographic poster with THRESHOLD and STEP ACROSS set large on the four sides and an orange square in the middle
Museum site
Subway screen
A street totem at night showing the Step across poster
Street totem, night
Symbol stickers on a lamp post at night
Kinetic poster: the pairs.
09The film

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