Intergiro

Kick Game

Yum Bun

Biozeroc

On the Edge

Amphico

Hotjar

Deadly Dust

Eat Less Plastic

Forgotten Forests

flyp

Hometree

The Wombles

Dendra

Veriff

Yango Maps

The Reserve

Kaorium

Hala

Aruba Conservation Foundation

One Green Bean

Pachama

UserZoom

SauceLabs

Trackinsight

Freetree

Everbloom

Big Cartel

Pets

Chester Zoo

Trellis

Wild Thingz

More Than Equal

Snooz

Ideogram

Jupi

Bristol Dockyards

Meteoric™

Cecil Juanarena

“The only thing more rewarding than the collaborative process of the How&How team would be the amazing results. We all felt they understood what we were trying to achieve and went above and beyond our expectations. Across the board, our whole team are genuinely thrilled with our amazing new website and great new brand.”

Brand Strategy
Brand Narrative
Verbal Identity & TOV
Visual Identity
Website Design
Website Build
Animation & 3D
Illustration
Website Retainer


Thanks so much Cecil, Dana and the whole SauceLabs US marketing team!

----------------
Featured in:
Design Week
Creative Boom
Page Magazine
Brand New: Under Consideration
Pages: Online
----------------

Honorable Mention + Mobile Excellence Award @ Awwwards
Winner, Brand New Year in Review 2023: Best in Color
Winner, Brand New Year in Review 2023: Best in Illustration

Strategist: Jack Wimmer
Copywriter: Harriet Stallibrass
Animator: Joana Fatela
3D: Victor Silva
Illustrator: Joanna ławniczak
Designer: Carl Doneza
Digital Designers: Axel McHugh, Jade Sheils
Snr Designer: Rommina Dolorier
Snr Digital Designer: Hannah Leggett
Snr UX Designer: Marisa Oosthuizen 
Client Services: Sarah Bell, Clare Beagley, Iva Hrzic
Assoc. Design Director: Miltos Bottis
Design Director: Mike Harrison
Account Director: Romy Lazzara
Creative Directors: Cat How, Dave Raxworthy

Apps, web and digital shape how we experience the world today. From dinner delivery to banking, maps to movies, we constantly rely on working code. But the world still sees software development teams as back-end builders. In fact, these powerhouse software teams are driving business growth and they are not getting the recognition they deserve. So we got down to work with SauceLabs, to turn it around. 

Apps, web and digital shape how we experience the world today. From dinner delivery to banking, maps to movies, we constantly rely on working code. But the world still sees software development teams as back-end builders. In fact, these powerhouse software teams are driving business growth and are not getting the recognition they deserve. So we got down to work with SauceLabs, to turn it around. 

Historically, this category heroes the end user experience as their main brand focus and messaging. But it’s software teams who are using SauceLabs. So it’s software teams that we decided to target. 

We took the current outlook and switched the perspective inwards, carving a Purpose, Positioning and Personality that puts software teams first. Our new brand strategy says we back these dynamic teams by equipping them with the tools, service and confidence to solve any complex challenge. Not only does this create brand distinction, but it speaks to SauceLabs’ direct customer benefit.

Through a new verbal and visual identity, web design and build; we redefined the brand with the themes of speed, focus, agility and growth. The core idea being: Test. Update. Accelerate. This communicates the streamlined development process of SauceLabs' test toolchain, and champions the constant progression, innovation and ROI driven by software teams.

Our new logo brings this to life by telling the SauceLabs user story. It's based on code brackets, which are crafted to form new frictionless shapes, suggesting a simple and seamless development process. It also creates an abstract letter ‘S’ to nod to the SauceLabs name. The negative space shows a lightning bolt to express speed and builds on a grid format to show precision. With animation, the logo tells a story of growth, improvement and the full service test toolchain that SauceLabs offers.

Our color palette is inspired by the software testing traffic light system (pass, issues or fail). So we hero a distinctive core Green, with Amber and Coral also in the main palette. We further flexed the palette for text, dark mode and light mode with tints, shades and color ratios to ensure maximum accessibility across digital.

Aeonik Fono was chosen as the primary typeface, giving a contemporary twist to classic developer style typography. We then used code syntax to shape graphic highlighters, textural moments and product logos.

As the final cherry, we welcomed an updated mascot (the ‘SauceBot’)  into the family, built from code syntax and with a range of fun expressions to guide software teams through the SauceLabs offering. 

Celebrating the role of the Developer 3.0 in the rebrand and website of SauceLabs, a leading software testing platform.

Brand Identity, Website Design & Website Development for SauceLabs

Through a new visual identity, tone of voice, web design and messaging, we redefined the brand with the themes of speed, focus, agility and growth. The core idea being: Test. Update. Accelerate. This communicates the streamlined development process thanks to the SauceLabs test toolchain, and champions the constant progression, innovation and ROI driven by software teams.

Our new logo brings this to life by telling the SauceLabs user story. It is based on code brackets, which are crafted to form new frictionless shapes, suggesting a simple and seamless development process. It also creates an abstract letter ‘S’ to nod to the SauceLabs name. The negative space shows a lightning bolt to express speed and builds on a grid format to show precision. With animation, the logo tells a story of growth, improvement and the full service test toolchain that SauceLabs offers.

Our colour palette is inspired by the software testing traffic light system (pass, issues or fail). So we use a distinctive core Green, with Amber and Coral also in the main palette. Flexing our palette for text, dark mode and light mode with tints, shades and colour ratios to ensure maximum accessibility across digital.

As featured in:
Design Week
Creative Boom
Page Magazine
Brand New: Under Consideration

We use Google Analytics to track and record your movements on the Website, where you came from and what pages you access. This data is not connected to any personal information.

We use Hubspot for Website analytics and marketing automation. This data is anonymous unless you fill in a form and your contact details are added to our database with your consent.

We use Apollo to see what company and individuals IP addresses our traffic is coming from.

We use Hotjar to record session information to see how people use our website. This data is not connected to any personal information.

Our Website uses Cookies to ensure you get the best experience on our Website.

A branding agency liberating ideas the world deserves. Working from London and LA we use imagination to turn businesses into brands. Brands which enrich lives, nature and founders. We design the not yet.

How&How Branding Agency in London & LA

Oops! We can’t find the page you're looking for, but we can help you on your path to growth here ☺︎

SauceLabs

View More Work