PNAQL
PNAQL is on a mission to reimagine the connection between artists and fans, redefining value in the creative economy. They asked Against Time to help shape the foundations of a brand that could embody this ambition — bold, collaborative and future facing.
Strategy
The brand is anchored in three archetypes: the Lover (connection), the Magician (transformation) and the Explorer (discovery). This trio informed the brand’s values of creativity, transformation and cultural progress.
With these guiding principles we developed a strategic foundation that positions PNAQL at the intersection of culture, creativity and technology - a space that celebrates innovation while staying rooted in human connection.
Identity
Our design process was collaborative and exploratory, beginning with sketches and visual experiments to capture form, feeling and direction. The resulting identity centres on a flexible symbol that can stand alone or integrate with typography, reflecting the evolving relationship between artists and fans.The system is designed to be dynamic, adaptable and expressive — able to flex across digital and physical contexts while remaining consistent.
Result
The outcome is a brand world that feels bold and progressive, yet deeply human. It provides PNAQL with a recognisable identity that communicates creativity and transformation while leaving space for the brand to grow.Future
PNAQL’s identity is built for evolution. As the creative economy continues to shift, the brand system is designed to adapt — ensuring PNAQL remains at the forefront of culture and technology while staying true to its mission of connection.
If you’d like to hear more about this project, or discuss how we could help your brand evolve, please get in touch.