BERA

Dendra

Intergiro

Eat Less Plastic

Deadly Dust

flyp

Biozeroc

Trackinsight

The Wombles

Pachama

Hometree

Yango Maps

SauceLabs

On the Edge

Hotjar

One Green Bean

UserZoom

Freetree

Forgotten Forests

Veriff

Amphico

Kick Game

Yum Bun

Aruba Conservation Foundation

Chester Zoo

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

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

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

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

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A branding agency turning what is, into what could be. 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

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