MABL
Defining the brand for a machine learning code platform startup
OVERVIEW
A startup, formerly known as Longreen, came to our team looking for direction to define the brand for an automated testing platform.
As a first-of-its-kind product in the development industry, it was important to our clients that we develop a brand that was relatable, yet unique as a digital brand. Additionally, Longreen wanted to ensure that wherever we landed, the outputs could scale with their team as they continue to grow into a more mature startup company.
DETAILS
A 3-week branding sprint to define a new name, logo, tone, and visual direction, followed by a 2-week push to apply the brand to key web screens and build the foundation of a design system.
Core outputs included:
Competitive and market research assessment
Brand strategy and persona
Logo design and moniker (including URL)
Brand guidelines
Website design direction
ROLE
Role: Design Director and Project Manager, leading a focused design team through an 8-week sprint to define and visualize the future of test automation
Services: Design leadership, product visioning, information architecture, concept development, stakeholder facilitation, and high-fidelity UI design for web-based platforms
Brand Strategy
Uncovering Longreen’s mission, vision, and core pillars through research, competitive assessment, and collaborative workshops led us to this plotting of strategic placements.
PERSONAS
We provided three brand personas to choose from, each one distinctly representing one of the three plotted brand placements to exemplify overall vision and unique characteristics. The client selected ‘The Hive’ characteristic, which guided every decision from there.
BRAND MATRIX
Logo Designs
We presented 2-3 options per round over the course of 2 weeks.
OPTION 1
Explores movement as an aperture eye with wings added for amplified communication through animation
OPTION 2
Explores movement as an aperture eye with wings added for amplified communication through animation
Landing the final direction
Once we landed on a direction, we began to refine the moniker, copy direction via taglines, and how animation could play a role in the brand logo.
Brand Playbook
From there, we helped the team develop a thorough creative style guide, plus the initial redesign of their website.
Outcome
Today, mabl remains a respected organization and tool in its field, automating the testing processes for developers. The brand strategy and visual guidelines, to this day, have sustained the business’s mission, as seen through its physical and digital presence.