Data Analytics – Brand Refresh
This project involved rebranding an intuitive, AI-guided solution for data automation and analytics—designed to deliver fast, reliable insights. The objective was to refresh the brand messaging and visual identity to convey forward momentum and better communicate value to analysts and IT leaders in the enterprise analytics space.
From this process, we developed four new brand pillars: Empowerment, Connection, Simplicity, and Curiosity.
The new visual identity features a modular toolkit of four shapes derived from a circle divided into quarters, symbolising the dynamic set of solutions the platform offers. This design represents the platform as a canvas where users can reveal and create their own unique picture of insights. Each shape highlights the versatility and empowerment provided by AI-powered tools, enabling users to harness their data’s full potential.
I retained two core brand colours—navy and red—and introduced two new complementary tones to refine the palette. The previous palette contained over six colours, and simplifying it helped align the visual identity more closely with the core brand pillars.
We also proposed that, in the future, this direction could evolve to include a symbol that sits alongside the logo and can be used as an app icon or favicon.
This approach would help build stronger brand equity and visual consistency over time as the symbol becomes synonymous with the brand itself.
