Platform.sh legacy brand team
Creative direction
Allison Simmons
Brand development
Savannah Bergeron
Creative support
Louise King
Illustration
Savannah Bergeron
Product design
Nat Harper
Problem
When joining Platform.sh I was tasked with helping define and develop a brand for the existing product. A few things ended up being off the table for modification including the logo and company values.
Logo exploration @ Savannah Bergeron + @ Louise King
Approach
To define the brand we facilitated workshops with leadership and interviewed key contributors in the company. These reports became the backbone of information used to develop and define the Platform brand.
Surprised by the consistency in responses and alignment from leadership, developing criteria to measure the brand became a simple task.
From these interviews I defined:
Brand personality statement
Brand essence
Emotional response to product
Philosophy and foundation behind the brand
We used the above metrics to create the visual brand and assets to support it launching into an iterative brand. We conducted yearly user research sessions with current and non customers as well as internal staff to measure and gauge brand effectiveness helping us know when shifts or changes needed to take place.
Winky @ Savannah Bergeron
What did we learn?
The research and iteration builds a strong and stable brand. It helped us build recognition by pushing outside of expectations and assumptions in the tech industry. By focusing on pink for the main brand color we built surprise and delight into the brand experience.