Official Firefox rebrand
Official Firefox rebrand
Design for the world's first audio word processor
Iconography guidelines, assets and web design for the advanced and trusted digital forensics solution
Rebranding a solution that securely routes money abroad. Acquired by WorldFirst
Brand identity for iOS AppStore's most downloaded app by Snapchat
Rebranding and e-commerce solution used by 180,000 entrepreneurs
During the last ten years, we’ve developed an approach that results in professional, stand-out brand designs which build trust. Being focused on digital tech brands, we make sure the identity works well in the online environment and is visually consistent across all mediums. Our design process is very collaborative and requires deep involvement on both sides.
The result of our company branding process is a comprehensive brand guideline that can be used to design a marketing website and other design assets like brand illustrations that reflect the new brand.
Established brands and growing businesses backed by Y Combinator, Khosla Ventures, Accel Partners, Andreessen Horowitz and others.
Within 3 months, our new brand was launched. Among industry and potential users, it increased our brand identity and recognition by roughly 66%.
Thankful for the Ramotion team for helping us take the Volusion brand to the next level. Couldn't have done it without them.
We've been trending on the front page of leading design platforms multiple times. Our in-house senior designer, who has exacting standards, thought that our branding was one of the best that he has seen online.
The new branding could help Mozilla position Firefox as more than just the browser everyone is already familiar with—and help users get familiar with Firefox’s entire system of services.
We call it the Funnel.
Our work process is inclusive and requires the involvement of the client's team. Unlike most industry agencies, we do not disappear for several weeks. Just to return with unexpected results because there is no guarantee whether it will be a pleasant or unpleasant surprise for the client. We try to make our operations transparent about what we do at each stage, why we do it, and how the decisions will affect the next steps and the result as a whole.
We stick to the three basic principles for our approach:
Make it inclusive. We consider ourselves as a part of a client's team, so we work as a team.
Make it practical. It should be clear how each action during the development process informs the next one and the practical value.
From general to specific. Start with understanding, end with execution.
The main stages of the visual brand identity design funnel:
Information gathering and warm-up exercises
We start with understanding a product and company. Sometimes we ask clients to do some homework exercises. That informs all the next steps.
At this stage, we audit an existing product/company visual identity, analyze competitors' visual identity, come up with a hypothesis on the applicable brand archetype (when needed), and define an area of future visual positioning. The outcome document is a north star for a decision-making process along the way.
Visual brand expression
This stage is all about visual inspiration and conceptual metaphor. It helps to align the emotional aspect and build a foundation on a future color palette, shapes, and dynamics.
At this stage, we explore concepts and general directions on how the logo could look like. We follow Visual positioning and Brand expression findings and recommendations. This stage helps to examine a lot of concepts and shapes fast.
Draft shapes and uniqueness test
When we define a few (up to 3) sketches, we refine the shape. We are not exploring colors at this stage - our focus is on the form and tonal contrast. Our team researches similar logos to avoid similarities with existing brands. However, it's not trademark research.
When it comes to a combination of a logo sign and a logo mark (which is a common situation for digital brands because they need icons, favicons, social network thumbnails, etc.), we start working on the wordmark when a logo sign draft shape is approved. We explore typefaces, cases, and design lettering to find the best pair for a logo sign.
Color and application examples
Color matters. People mostly judge products based on color, which was proved by various experiments. To make the logo and the brand identity with the best possible potential, we spent time exploring proper color combinations. Our decision-making process is grounded by information about the culture, physiology, and psychological influence of color.
Logotype fine-tune and guidelines
At this stage, we construct a logo sign and wordmark with grids to make it perfectly balanced. Our team creates documentation to explain rules on how to use visual identity assets correctly. The complexity of the guidelines depends on the scope and project requirements.
Based on the past projects' experience, we estimate the development of a very basic visual identity version in about 3 calendar months. We can technically get the job done faster, but decision time is essential in this process. Since the client needs to discuss the intermediate results with the team and generally "get along" with the proposed direction. So, it takes time.
Also, we do not limit the number of concepts that each client likes, compared to other digital agencies. Therefore, we research and present lots of different options to find the best one. Our development processes are very inclusive and mostly based on customer interaction. Thus, sometimes we explore additional directions to convince stakeholders that the proposed solution is optimal for the company.
We work with fast-growing tech companies and businesses that have a strong tech foundation. Our branding agency operates in San Francisco, New York, and Los Angeles. From day one, we worked as a remote team, and we are very proud of it. Hence, our branding agency is open to helping companies from any location.
During the development of our clients’ branding elements, we stick to Adobe Illustrator, Adobe Photoshop, Adobe After Effects, and Figma.
Typically we stick to Trello, Loom, Slack, and Zoom. This is the most stable and proven software combination for us, but we are flexible. For us, the result and the possibility of transparent communication are far more important than these tools.
Meanwhile, the process of sending the results happens asynchronously - we prepare a presentation in Figma or PDF, record a screencast in Loom and send everything to the appropriate card in Trello.
Of course, we are open to presenting via Zoom calls as well. We recommend having bi-weekly check-ins to discuss the process, open questions, or any other necessary topics. However, we prefer to present results and updates asynchronously − it saves a lot of time for both sides.
We do Brand Personality.
Based on the definition from Wikipedia, "Strategy is a general plan to achieve one or more long-term or overall goals under conditions of uncertainty." Meaning that the company must have a clear goal and after the research is done, hypotheses are built, one will get the roadmap to achieving that goal. This affects business processes, sales, marketing, and other operations. We don't do that.
Our service aims not to describe how to achieve the main company goal. But to identify the brand personality and fundamental principles in behavior, appearance, and decision-making logic. Regardless of the company's further goals, these principles will help the whole team act in sync and form a uniform brand image.
Brand Personality helps to shape people's opinions about their product, service, or mission. Our approach is based on scientific research and has brand archetypes as a core of the system. While archetypes are a collectively-inherited unconscious idea, the pattern of thought, image, etc., that is universally present in individual psyches and has a concept of collective unconsciousness.
The main stages of Brand Personality are:
Information Gathering and Brand Personality Quiz
We start with understanding and gaining a deep insight into your product and your company. We invite the client's team to complete a questionnaire to determine the archetype, core values, and brand perception from within the company.
To deepen our understanding of the brand archetype, we ask the client to conduct a small workshop within their team. You will have to complete 4 easy exercises and come up with a common decision on several key questions for branding.
At this stage, we conduct an audit for the existing visual identity of the product/company, analyze their competitors, and do a comparative analysis. The second task includes analysis of the brand position, mission, brand promise, brand values, and analysis of competitors' verbal and visual identity. The primary archetype is identified for each competitor. With all this information, you’ll be able to identify practical solutions for brand differentiation among competitors.
Based on the previous steps' information, we conjecture the applicable brand archetype, appropriate brand positioning, character, and attributes.
Brand Personality Document
This stage is all about brand personality. It helps the client to understand how their brand will look, speak, and act. The document includes brand archetype, brand positioning, brand values, brand promise, сharacter, visual brand expression, tone and voice, attributes. This stage helps to build a foundation for future brand identity.