MABL
Defining the brand for a machine learning code platform startup
CHALLENGE
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
3-week branding sprint that was focused on identifying a new moniker, logotype, tone and overall visual direction for this up- and-coming company and product.
The effort was followed by a 2-week effort to apply the visual design to a few key screens of their existing website, and to continue building out key components of the style guide and the foundation for 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, Project Manager
Team / 2 junior designers
Duration / 8 weeks
Uncovering Longreen’s mission, vision, and core pillars through research, competitive assessment, and collaborative workshops led us to this plotting of strategic placements.
Brand Strategy
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
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.
Landing the final direction
Brand Playbook
From there, we helped the team develop a thorough creative style guide, plus the initial redesign of their website.
Outcome
Where is mabl now?
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.