Official Firefox rebrand
Our branding agency creates visual identities and develops brand strategies for tech companies around the world.
Official Firefox rebrand
Developing an iconography design system for the new OS
Design for the world's first audio word processor
Rebranding a solution that securely routes money abroad. Acquired by WorldFirst
Brand identity for iOS AppStore's most downloaded app by Snapchat
Rebranding and e-commerce solution used by 180,000 entrepreneurs
During the last ten years, we’ve developed an approach that results in professional, stand-out brand designs which build trust. Being focused on digital tech brands, we make sure the identity works well in the online environment and is visually consistent across all mediums. Our design process is very collaborative and requires deep involvement on both sides.
The result of our company branding process is a comprehensive brand guideline that can be used to design a marketing website and other design assets like brand illustrations that reflect the new brand.
Established brands and growing businesses backed by Y Combinator, Khosla Ventures, Accel Partners, Andreessen Horowitz and others.
We greatly enjoyed collaborating with Ramotion to create an innovative icon set for our ColorOS 12 design system.
Thankful for the Ramotion team for helping us take the Volusion brand to the next level. Couldn't have done it without them.
We've been trending on the front page of leading design platforms multiple times. Our in-house senior designer, who has exacting standards, thought that our branding was one of the best that he has seen online.
The new branding could help Mozilla position Firefox as more than just the browser everyone is already familiar with—and help users get familiar with Firefox’s entire system of services.
We call it the Funnel.
The work process of branding companies and branding services are inclusive and requires the involvement of the client's team. Unlike most industry agencies, we do not disappear for several weeks.
To return with unexpected results because there is no guarantee whether it will be a pleasant or unpleasant surprise for the client. We try to make our operations transparent about what we do at each stage, why we do it, and how the decisions will affect the following steps and the result.
We stick to the three fundamental principles for our approach:
The main stages of the visual brand identity design funnel:
We start with understanding a product and company. Then, sometimes we ask clients to do some homework exercises. That informs all the next steps.
At this stage, we make brand consultancy and audit an existing product/company visual identity, analyze competitors' logo design, develop a hypothesis on the applicable brand archetype (when needed), and define an area of future visual positioning of a branding project. We use brand guidelines and social media marketing tools to make a consistent brand voice in the future. The outcome document is a north star for a decision-making process along the way.
This stage is about visual inspiration and conceptual things made by a branding firm to create an existing brand. It helps to align the emotional aspect and build a foundation for a future color palette, shapes, and dynamics.
We explore concepts and general directions on how the logo could look at this stage. We follow Visual positioning and Brand expression findings and recommendations. This stage helps to examine a lot of concepts and shapes fast.
We refine the shape by defining a few (up to 3) sketches. We are not exploring colors at this stage - our focus is on the form and tonal contrast. Our team researches similar logos to avoid similarities with existing brands. However, it's not trademark research.
When it comes to a combination of a logo sign and a logo mark (which is a common situation for digital brands because they need icons, favicons, social network thumbnails, etc.), we start working on the wordmark when a logo sign draft shape is approved.
We explore typefaces, cases, and design lettering to find the best pair for a logo sign.
Color matters. People mostly judge products based on color, which was proved by various experiments. Therefore, we spent time exploring proper color combinations to make the logo and brand identity with the best possible potential.
Our decision-making process is grounded on information about the culture, physiology, and psychological influence of color.
At this stage, the best branding companies construct a logo sign and wordmark with grids to make it perfectly balanced. Our team creates documentation to explain rules on using logo design assets correctly.
The complexity of the guidelines depends on the scope and project requirements. Nevertheless, it helps to reach brand consistency by following brand guidelines.
Based on past projects' experience, we estimate the development of an elementary logo design version in about three calendar months.
We can technically get the job done faster, but decision time is essential in this process. Since the client needs to discuss the intermediate results with the team and generally "get along" with the proposed direction. So, it takes time.
Also, we do not limit the number of concepts each client likes compared to other digital agencies. Therefore, we research and present many options to find the best one.
Our development processes are very inclusive and primarily based on customer interaction. Thus, sometimes we explore additional directions to convince stakeholders that the proposed solution is optimal for the company.
We work with fast-growing tech companies and businesses that have a strong tech foundation. Our branding agency operates in San Francisco, New York, and Los Angeles. From day one, we worked as a remote team, and we are very proud of it.
Hence, our branding agency is open to helping companies from any location.
During developing our clients' branding elements, we stick to Adobe Illustrator, Adobe Photoshop, Adobe After Effects, and Figma.
Typically we stick to Trello, Loom, Slack, and Zoom. This is the most stable and proven software combination, but we are flexible. For us, the result and the possibility of transparent communication are far more critical than these tools.
Meanwhile, sending the results happens asynchronously - we prepare a presentation in Figma or PDF, record a screencast in Loom and send everything to the appropriate card in Trello.
Of course, we are open to presenting via Zoom calls as well. We recommend bi-weekly check-ins to discuss the process, available questions, or other necessary topics.
However, we prefer to deliver results and updates asynchronously − it saves a lot of time for both sides.
We do Brand Personality.
Based on the definition from Wikipedia, "Strategy is a general plan to achieve one or more long-term or overall goals under conditions of uncertainty." Therefore, the company must have a clear goal, and after the research is done and hypotheses are built, one will get the roadmap to achieving that goal.
This affects business processes, sales, marketing, and other operations. So we don't do that.
Our service aims not to describe how to achieve the main company goal. But to identify the brand personality and fundamental principles in behavior, appearance, and decision-making logic. These principles will help the team act in sync and form a uniform brand image regardless of the company's further goals.
Brand Personality helps to shape people's opinions about their product, service, or mission. Our approach is based on scientific research and has brand archetypes as a core of the system.
While archetypes are collectively-inherited unconscious ideas, the pattern of thought, image, etc., is universally present in individual psyches and has a concept of collective unconsciousness.
The main stages of Brand Personality are:
We start with understanding and gaining a deep insight into your product and your company. We invite the client's team to complete a questionnaire to determine the archetype, core values, and brand perception from within the company.
To deepen our understanding of the brand archetype, we ask the client to conduct a small workshop within their team. You will have to complete four easy exercises and make a joint decision on several critical questions for branding.
At this stage, we audit the existing visual identity of the product/company, analyze their competitors, and do a comparative analysis. The second task includes an analysis of the brand position, mission, brand promise, brand values, and analysis of competitors' verbal and visual identity. The primary archetype is identified for each competitor. With all this information, you'll be able to identify practical solutions for brand differentiation among competitors.
Based on the previous steps, we conjecture the applicable brand archetype, appropriate brand positioning, character, and attributes.
This stage is all about brand personality. It helps clients understand how their brand will look, speak, and act. The document includes brand archetype, positioning, values, promise, сharacter, visual brand expression, tone and voice, and attributes.
This stage helps to build a foundation for future brand identity.
Many clients order branding only from agencies with extensive experience in their industry. It makes sense. For example, many cases in a particular sector mean that the agency already has an established knowledge base.
Indeed the team is already well versed in the service market and knows consumer behavior and target audience segments.
But this factor is only essential if the agency has experience in only one industry. In other cases, the diversity of experience is much more critical.
The methodology of work in all industries is approximately the same. If a branding agency has a variety of experience, it is well versed in this technique. That is, the team can easily navigate in all areas of business.
Therefore, the absence of projects in a particular narrow specialization does not mean that a branding agency will not be able to develop a brand in a quality manner. Although, if they are, this is an absolute advantage.
To understand what a branding agency team can do, you must look at the brands it has already developed. At the same time, you don't have to immediately follow the big names and famous logos in their website's "Our Clients" section.
Let's say they have a well-known brand in their portfolio. But the question is - what did they do for this brand? It would be one thing - if they developed a corporate identity and positioning. And quite another - if they retouched photos on outsourcing.
Large well-known companies in the client list are only valuable if there is a story about the project: a release.
The release should include introductory information and clearly state the task that branding agencies have completed. In addition, it should be clear to you what solution was proposed to the client and why.
The text of the release, illustrations, or video should tell how branding agencies solved the problem.
If the project was awarded at some festival, this does not mean that it solves business problems well. Festivals in New York or London are a story about industry trends rather than a business. Nevertheless, the collection of awards is a good indicator.
The awards show that branding companies understand how the industry works and develops. They offer that a brand agency understands the market and industry trends, uses brand strategy services and social media marketing tools and can create an existing brand reposition. This signifies that the team can find non-standard solutions and implement them with high quality.
When branding companies prove their competence and success, members of their teams are invited to webinars and conferences. In addition, they give lectures for students, make presentations at industry events, and serve on the jury at festivals and competitions.
Of course, media activity is not done out of a passion for enlightenment. Or not only from it. Branding agencies thus demonstrate their professionalism.
That is publicity. However, this indicates that they are confident in themselves and are not afraid to make public their understanding of how to work.
Again, the same thesis: a branding company that cannot represent itself is unlikely to be able to represent you qualitatively. See their logo and corporate identity and how they communicate with their audience. Just take a look at what their site looks like.
Of course, not all good branding agencies have super trendy websites. Instead, many prefer ultra-minimalistic, almost "empty" design - this is by no means a bad thing if everything is done neatly.
It's terrible when the agency's visuals have a lot of carelessness, errors in design, and the elements don't fit together well or look outdated. There is a danger that they will do your project the same way.
Specify how the cooperation will proceed. A good branding company has a well-established project approval system.
Several control points are provided during the work, and you will see that the project is developing in the right direction.
Cooperation must be systemic. There should be a procedure for making changes to the project and the terms and responsibilities of the parties in case of their violation.
Designers and the creative team are usually present at briefings to better understand and dive deeper into the task. But the primary communication between you should be through managers who coordinate the work within the agency.
See what list of services the agency offers. A promising sign in the services will be the introduction and maintenance of the brand. Mandatory in this list is the development of a guideline and a branch book.
This means that the branding agency makes working brands, and the team knows how to bring them to life. So, after paying for the work, you will not be left face to face with a pack of beautiful pictures with which you will not know what to do.