Can you summarize the main design choices you made? Typography seems to be a key factor in the identity, using elements you do not often see nowadays in projects that focus on digital communication (serif typefaces)
Every project has innumerable choices, each incrementally getting us closer to the final decision. We try to first establish a number of strategies, in this case things like: Be void. Be blurry. Be obvious. Be inscrutable. etc. Then we all try to sketch very widely using the strategies as a starting point. This produces a lot of material that we constantly review and compare cognizant of very practical problems of clarity, readability, visibility, differentiation, etc. So we considered color, form making, typography, art direction, knowing that the system would have to accommodate many different conditions, styles of work, and applications. We chose the very beautiful classic typography specifically to contrast with the abstraction of the imagery. We wanted to reference two forms of attempts at knowing: an intellectual, literary investigation suggested by the serif typography and a more clinical, scientific language of the almost astronomical imagery.