In an effort to better align Verticurl brand equity and offering toward its' holding company, Ogilvy, Simplr was commissioned to migrate their green and black brand closer to the iconic red used by the house agency, Ogilvy.
A refresh to the brand, drawing on a strong emphasis to the various existing Ogilvy attributes, whilst ensuring that Verticurl retains some of it’s uniqueness so that existing customer bases can remain confident in the the brand they currently know.
Aligning to the fonts of Ogilvy, Verticurl provides a noted but non-invasive link to its holding company through the use of the Sans and Serif typefaces.
Ogilvy's brand equity is important and with it comes a unique personality that we had to preserve whilst introducing a similar yet individualised look and feel. The Verticurl colour palette is based on two primary (red and blue) and four secondary (cyan, purple, pink and green) colours to ensure the link is created without removing its individual identity.
Insights to the business' core offering provided us with direction into developing icons. Clean and simple line icons provide an expressive visual description whilst being easy on the eye for simple interpretation.
Leveraging on the concept of a seemless, integrated sales cycle, brought through the concept of morphing the logo element in the background, symbolically demonstrating the branding being behind everything they put their name to.
The blurring affect applied to further soften the visual cue of the logo element, but still ensure its presence is well noted.
The photographic style for the Verticurl brand is eclectic to say the least! Not wanting to constrain the brand to a certain style we kept it quite loose with a mixed focus of abstract movement and energy, technology and lifestyle that is authentic, unstaged, point of view images of people using devices/technology.
In today's digital-first world, we knew that their site needed to work exceptionally hard to convey the new look while not only maintaining, but emphasising Verticurl's personality, service offering and brand promises.
To achieve this, many hours of design and strategy went into how best to bring out Verticurl's desired culture, business approach, commitments and solutions but all the while ensuring it had become part of the Ogilvy family with clear colour, font and treatments now being employed.
A learning from pitches and new client meetings was that few realised the relationship between Verticurl and Ogilvy. The development of bespoke templates, seamlessly aligned to the website, provided Management and sales teams editable collateral for all client and stakeholder engagements.