Creating a new strategic position and distinct identity for BERA — an equity assessment platform whose unique tools create the guiding light for Fortune 5000 brands.
The challenge was to create a confident, straight-talking identity for a tech company who use data to foresee potential future outcomes. BERA work with algorithms to revitalise brands who have lost their way — but didn't want to come across as a 'data' company.
Our solution was to transform the 'magic' of their platform into a solid reality. We used chaos theory to explain how seemingly random information (data) can have systematic patterns underpinning it. We developed an icon set based on circles, which could have complexity added or abstracted away. From these icons we developed the 'North Star' — the brand marque which was etched into the logotype and used across company collateral as a visualisation of their process, as well as philosophy.
We used BW Gradual to create a customised wordmark, choosing the font for its pure shapes and fast curves which lent themselves to a ‘Star’ like effect.
Brand New: Under Consideration
Design by Women
The North Star
The North Star was born out of the symbolism of insight. We visualised the unique behaviours of brands and consumers, relationships and cause-and-effect using simple geometric shapes; and then developed these into a comprehensive icon system.
With huge thanks to Ryan, Jim, Joah and the rest of the BERA team in NYC!
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