Branding

Based on our feedback from the initial Concept Presentation, it was clear to see our research and user insights had resulted in some focused designs. However, now it was time to merge these individual concepts into one cloud based system that would keep both management and staff in the loop at all times.

Our first task was to nail a visual style and brand identity. From here, we could collaborate more quickly against design restrictions when expanding and building each application in our suite.

We began to experiment with a new ideas to engage small businesses. We were reluctant to downplay the design, because after all, the business owner wants a powerful system. However, if the feel was too corporate, it might be off-putting. For this reason we steered away from the powerful lightning bolt icon, which was a metaphor for power and speed. Instead, connectivity came in the form of an abstract geometric shape. It gave the title depth with a slight 3D feel, as well as boasting this idea of a connected and flowing business. We also became transfixed on this friendly and humble neon green colour. It has power over neutral colours, whilst not being too overpowering and authoritative.

We thought it was key to include Sage's original typography, but then gave a fresh twist with the introduction of 'Force'. However, a criticism was that 'Force' is indeed to powerful and perhaps too large-scale for this brief.

Our new brand guidelines are displayed above. 'Flow' was a much more suitable title, with ideas of ease, connectivity and simplicity being suggested.

This new set of guidelines boosted productivity within our collaboration massively. We could create individual designs for judgement without necessarily asking for advice from each other every step of the way.

#LOBBAN #MERCER