Simplexidade is a consultancy in complexity management for organizations. To develop mind maps and evolutionary processes, it starts from the premise that the complex is not complicated. Complexity theory states that complex systems can arise from simple interactions between their components. This approach was applied in the creation of the visual identity, using graphics that are based on the idea of the potency of relationships when integrated, and that explore the organic/digital duality. TWK Lausanne was chosen due its modern, sophisticated, and versatile style. Through its straight lines, balanced proportions, and excellent legibility, it was ideal for this branding project.