Magnitude Software
The Chief Marketing Officer of Magnitude came to me with a smart new logo and a need to create a new brand identity system around it. The data insights company was in an opportune season of reintroducing itself to the market and had a pre-acquisition mandate to build-up it’s valuation. In relaunching with new positioning, they needed a new visual personality and design system to amplify that new message, make their diverse brand experiences consistent and memorable and tied together with an aesthetic personality that would distinguish itself from it’s peers and more effectively assert it’s standing as a leader in its’ category.
Brand Launch Video
Launching the new identity went hand in hand with launching their new, more targeted story. The common narratives in their category, which is focused on software solutions extract insights from their data, tend to get bogged down in jargon and cliches. This video was created to upend that in a way which was simple, fresh and energetic.
Visual Vocabulary
The rules of the road were set up by an extensive exploration of styles of typography, color and composition to enshrine a versatile look and feel for Magnitude. Included with those fundamentals was establishing a specific approach for photography as a means of maximizing the visual impact of a constrained budget, knowing that the in-house marketing team was going to be dependent on stock photography and quick timelines.
Visualizing Data in Everyday Life
A key building block of the brand system was developing a way of making data the star of the show. For this system, the circle was put to work as an analog or stand-in within everyday situations. It became a simple method for bringing intrigue into a image through focus on circles which are inherent in the situation, a texture representing the ubiquity data or the singular form as visualization of data’s looming presence in our lives.
Collateral System
A large part of rebranding established technology firms like Magnitude is the updating of legacy documents: data sheets, whitepapers, case studies, etc. The following examples show how the brand identity foundations were extended to create an approach that would create a visually impactful approach to typography and photography so that the team could documents would be elegant, clear and distinctly Magnitude.
