+ Brand Strategy
+ Brand Identity Design
+ PowerPoint Presentation Design
+ Marketing Collateral Design
+ Website design and development
+ Tim Harris Design
+ DMN Creative
+ Elisma du Plessis Design
The Creative Challenge
GlueData comprises a team of data specialists who speak like data specialists. Technical language and organograms are their natural communication style, which made for a very static and staid former brand expression. Beneath the technical astuteness however, lies real and raw passion for their work and its business outcomes. During our brand strategy workshop, I experienced the collision of data and passion that is GlueData, a genuinely unique and highly specialist business, that just needed some help speaking human.
The Strategic Solution
As part of the brand strategy process, I crafted a number of narratives to help the GlueData team share their story and unique value proposition with their key stakeholders. These stories focused on the business impact, rather than the technical detail, of their nuanced skills. Our design partner was inspired by the perceived convergence of passion and quality data instilled in the GlueData offering, and the resulting precision this affords their consultants and clients. This inspired the design of the reticle icon seen in the new GlueData logo, a symbol which is used as a patterning device and focus cue throughout the beautiful new brand collateral.