depsys is a leading Swiss technology company that provides evolutive solutions enabling traditional electricity networks to cope with the new constraints of decentralized production from renewable energy sources. FINIEN was brought in to align the brand strategy and identity with the next chapter of the company’s story. Fabian Geyrhalter conducted the Resonaid brand strategy workshop on-site in Switzerland that served as the conduit for the re-brand. Next to defining the brand’s DNA and pillars, incredibly powerful values have been derived that represent the core ethos while providing day-to-day guidance for the brand.
The new depsys brand identity design is based on three circles, which represent the three phases of an electrical grid. Similarities in color, shape, and negative space within the logo capture the transition from the former depsys identity to the new logo, disabling customer confusion while signaling massive change at the same time. A line connecting the center to the outer circle forms the letter ‘d’ while a visual continuous loop feels electric, the upward motion supportive and positive. The color orange is bold and energetic and often represents encouragement and stimulation while the lowercase font showcases the brand’s uncovered personality of ‘friend.’ Last but not least, the icon works in unison with the company’s key offering, GridEye, hence creating a brand family.
Appreciative of the very structured process and the resulting brand consistency.
– Marc Schreiber
Head of Marketing
Texas-based Peak Vantage Wealth approached us for a re-branding, looking at the financial consultancy with a fresh set of eyes with the goal of creating a brand that will differentiate in a crowded field. Through an in-person Resonaid Brand Strategy session held in Austin, a new path towards a niche audience was derived. Given a selection of current customers and the founder’s athletic background, affluent and active lifestyle US-based families were singled out, with much room to grow into professional sports.
ANCHORY is a trust-invoking name that communicates the brand’s mission well. The word anchor describes a person that can be relied on for support, stability, or security. Since ANCHORY leads with knowledge and guidance we leaned on the word advisory. The name ANCHORY, which was a readily available .com name, quickly became a brand name embodying what the consultancy provides: specialized financial guidance you can depend on.
The brand identity design for ANCHORY is simple yet powerful. A custom italic typeface was created to showcase forward movement and speed: a nod to the acceleration of your finances, the athletic nature of its clients, and the consultancy’s future-forward mindset. The letterforms A & Y are the exact same shape, flipped to tell the story of 360° financial advice from beginning to end. A deep navy blue was chosen for its symbolism of importance, confidence, power, and authority, as well as intelligence, stability and unity.
When the final brand strategy was presented to us, we could not believe how incredible the final product looked.
– Niels Buksik
CEO & Founder
A team of industry veterans approached us to launch an integrated LED outdoor fixture company. Brand was important from the get-go and through the Resonaid intensive we identified the need to own ‘outdoor’ in the B2B lighting space while crafting a very approachable and stand-out B2C brand positioning that has ‘striving for efficiency’ at its heart. We walked a fine line between standing out on the shelves and fitting in amongst the shelves of the few chains DUSKON needed to win over to gain the traction necessary to become a big player in the industry. With a solid brand foundation and culture road map in tow, we moved on to craft the overarching brand identity for the startup.
We were tasked with creating a name that had to be snappy, easy to say, spell and recall, yet, given the hardware space, it also needed to have a robust, industrial feel to it. Being an outdoor-only brand, we set out to showcase the timeframe in which their products shine: from ‘dusk on’ – and so the brand name was born. Sounding industrial at first, once the meaning is revealed in the minds of the consumer, it turns into an approachable brand in an instant; exactly what the client envisioned based on the brand strategy.
The DUSKON identity was created with smart simplicity at its core. A strong industrial typeface represents the reliability and durability of the lighting products. A deep purple was chosen over black to show the brand’s personality of friend (and mother). The yellow arch within the typeface represents the setting sun to showcase the time within which the products are best used – from dusk on – while also celebrating the name. The visual treatment further strengthens the brand’s core reason for being, and its tagline: to brighten your night.
Health Data Vision (HDV) is an Inc 5000 company that provides software to manage quality improvement, risk adjustment, and compliance initiatives for the healthcare industry. When HDV approached us, they knew a full re-brand was necessary to signify the big change from a service-based firm to a technology provider. Through the in-person brand strategy workshop the new brand’s why, how and what was being clearly defined in a single day. The product description gained clarity as ‘a hyper-connected platform,’ while the mission ‘to provide transparency, choice, and control within government-sponsored healthcare’ created a bigger purpose that is rooted in the newly derived brand DNA of ‘community.’ The reason of existence, or ‘the why’ of this Glendale-based brand, was summarized in one powerful statement: ‘To accelerate insight-based healthcare.’ The resulting brand summary empowered internal and external communications as Team Health Data Vision was getting ready for the brand re-launch, while it formed the strategic foundation for the next step in our brand work: Deriving a new name for the fast-growing brand.
Health Data Vision needed a name that signified their move away from service-based into a full-fledged technology company. A short name was sought, one that had the .com domain and trademark rights fully available. A name that communicates the brand’s mission while providing the starting off point to a greater brand story. Reveleer was derived from the word ‘revelation’ (the surprising and previously unknown fact), which speaks to the platform’s mission to accelerate insight-based healthcare: To reveal insights and to revel in steering the government-sponsored healthcare industry towards transparency, choice, and control. An easy to recall, easy to spell and easy to pronounce name that hit home for all team members, and today seems like it’s been there forever.
Having derived the name Reveleer, which talks to the brand’s offering, we now sought to focus on the Brand DNA of ‘community.’ The identity was inspired by the sociable weaverbirds who fully embody the idea of community: The birds are protectors, creators and natural architects who build the world’s largest compound community nests. This became a metaphor for the Reveleer platform and its communal drive. The three birds represent the brand’s three core values: 1) think customer first, 2) make every moment matter and 3) foster community, while also signifying the connectivity (and, again, community) aspect of Reveleer. A lowercase font was chosen to represent the friendly personality of the brand, however, still coming off as a strong leader with the bold-colored icon choice. An italic typeface and forwards moving icon were designed to mimic the notion of acceleration behind Reveleer.
I found it impressive that such great work could be done in the timeframe that we conducted it.
– Jay Ackerman
A global leader in English language education for almost 80 years, Kaplan International was founded on best practices for English language programs. Kaplan International reached out for outside brand strategy assistance for its first B2B product: a revolutionary, cloud-based, adaptive English language assessment system that delivers instant proficiency evaluations with best-in-class accuracy, efficiency, and accessibility. Through our proprietary brand strategy workshop, which was held in a single day in Santa Barbara, we created product focus and language clarity which enabled the KITE team to swiftly move towards launch. After the brand strategy was defined, FINIEN created a meaningful name, lasting brand identity design and brand language for various channels.
The FINIEN team derived the name KITE to signify the enabling element of learning a new language, which allows students’ careers to take flight and to aim higher in life. ‘Aim Higher’ quickly turned into the tagline and key talking point. The name KITE, which is universally easy to spell and pronounce, is further an acronym of ‘Kaplan International Tools for English,’ relating the sub-brand back to the renowned institution and enabling the startup spin-off to communicate easier within a B2B environment.
The iconic brand identity design for KITE implies the shape of a flying kite and its enabling nature, while also hinting at disrupting the traditional learning method of the printed page. The logo is breaking out of the box, which is a brand story true to the mission of the brand itself, but also relatable to the student who will use her new language skills to break out of her current life situation. An icon simplistic enough to work in an app environment, yet distinct enough to become…iconic. The dark blue color and the iconic letter ‘K’ are part of the Kaplan International brand, adding to the brand parent/child relationship signified through this playful identity design.
Working with FINIEN was a wonderful experience. I loved the approach they took to helping us define our brand identity and pick our name and logo. We have been operating with our name and brand for a while now and it’s become even clearer to me that we made the right choice. Not only has the name and identity helped us position the product, but I feel like it’s really become a part of who we are and is a really integral part of our team culture.
– Danielle Chircop
Product Director at Kaplan International English
Fashion house Bordeaux approached us for the market introduction of a chic women’s activewear line that would bridge and combine great fashion details and styling with high-tech performance. Plans to develop strategic partnerships with high-end fitness venues and luxury resorts & spas were part of the positioning foundation. This meant FINIEN’s brand strategy needed to intrinsically appeal to both its female consumers and potential sales partners while differentiating from a rapidly growing industry. Inclusion was top of our findings; the creation of a brand that is highly targeted, yet fits into the activities from wake to sleep. That might involve yoga, but this brand was not to force a lifestyle upon its tribe. The brand stands for kicking serious butt nonetheless, but in the sport called life (amongst the other fitness activities she is doing). A badass brand that is motherly and kind. A big undertaking that was derived in our strategy phase and turned into a reality through the subsequent phases.
Vimmia combines the latin-derived word ‘vim’ (“life force”) with ‘mia’ (spanish for ‘mine’) to empower the active women with a name that is easy to say, remember and automatically comes with the vim and vigor this activewear brand and its tribe stand for. We also set out to name the activewear line’s proprietary high-tech luxe fabric, which we coined Movvu, implying the obvious ideas of movement and ‘you.’
Vimmia’s identity design was crafted for flexible use (excuse the pun) and immediate recognition. A strong orange-infused red circle brings vibrancy to the mark of this activewear line, while also working well in reflectors on the garments. A horizontal logotype treatment adds to the brand’s versatility and embodies the same symmetric concept as the mark and the design of the actual clothing line. Walking the fine line of appealing to the younger target while being still approachable and aspirational to the older target demographic, the Vimmia brand identity hit the mark right off the bat.
Two years after the birth of the Vimmia brand, we got involved in the creation of the next-level Vimmia garment line. As a brand advisor, Principal of FINIEN, Fabian Geyrhalter, worked with the team at Bordeaux to derive the name VIMMIA X and to assist the team in the creative supervision of the VIMMIA X brand identity design. The VIMMIA X logo adds an element of additional achievement, of outside-the-box quality, and allures to superior health and technological benefits, while fitting within the greater Vimmia brand atmosphere. Through its simplicity it enables VIMMIA X to make a powerful statement (on the garment itself and beyond) that does not pigeonhole the brand extension as it may grow into other superior aspects of fabric and garment design, something that is key to any new product (or startup) introduction.
Every asset FINIEN created was intrinsic to culminating the brand experience we sought to emotionally resonate with women looking for a line of clothing to complement their active, healthy, and stylish lifestyles.
– Kim Harlan
Sales + Marketing Manager
We were engaged by Jukin Media for a fast-paced rebranding initiative of a startup in high-growth mode. We started by dissecting a multi-layered business model in order to identify the unique solutions that the brand represented to each of its three key audiences: video creators, brands/media partners, and the viewing public. Brand personalities were developed and emotional connections with their tribes were uncovered as we set out on the branding of multiple sub-brands as well as the umbrella brand identity.
The Jukin brand identity design tells the story of the relationship between Jukin Media and its content creators; a select few are being brought into the spotlight, and those lucky ones see tremendous and immediate growth. Telling this story in a unique and powerful visual manner, we brought the immediacy of viral growth up front and center with a logo that leaves a lasting impression.
After the successful re-branding initiative, FINIEN was brought on to create brand identity designs for Jukin’s portfolio of sub-brands, or channels. Jukin Video is the leading viral video community channel dedicated to showcasing the hottest UGC videos from across the web. Keeping the audience in mind while continuing the strong visual language, we derived an identity that is as playful as it is recognizable. Scalability was key to the successful re-design, given that the logo would live mainly in the tiniest of icon-formats within the social media landscape – while it still had to remain impactful large-scale. With the camera symbol serving as a scalable icon, the typography was treated with a bit of roughness around its edges to support impact large-scale while identifying with the homemade quality of the content Jukin Video provides.
Another sub-brand within Jukin’s array of YouTube properties, Poke My Heart is a channel displaying a range of heartfelt video content, from marriage proposals to kids seeing rain for the first time. Poke My Heart is clearly a destination that makes grown men cry, while women formed the majority of viewers. The in-your-face concept ‘makes everyone’s hearts smile,’ while the identity design was directed to fall into the brand family and adhere to the scalability and vitality of its uses.
People Are Awesome is the flagship brand of Jukin. The engagement numbers are staggering. With 4,769,798,500 total views and 36,733,964 subscribers/likes as of July 2018, the re-design had to be carefully orchestrated to ensure brand recognition, take advantage of the brand icon’s legacy while pushing the logo and visual language into its next chapter. FINIEN cleaned up the logo, created visual clarity and focused on readability and impact for true awesomeness.
Delivered beyond my expectations!
– Jonathan Skogmo
Chief Executive Officer
We knew this name demanded to be simple and easy to recall. Given that PocketNote provides quick clarity and insight, we imagined the user reaching for their phone in their pocket when they are in sudden need of an answer. It is the little black book, the notebook, the holy grail to helping entrepreneurs through their challenging startup journey. ‘Startup Smarts’ turned into a 2-word tagline adding personality and meaning.
The PocketNote identity design tells the story of the relationship between experts and those seeking their advice. A strong, simple sans serif typeface was chosen for its bold legibility and cleanliness. The reverse of the rounded edges that flows through the icon and typeface gives off a playfulness to resemble the duality action of a Q&A. The two perfect O’s that represent the expert and the startup founders are taken out of the typeface to come together and form spectacles; a metaphor for the essence of what PocketNote does: to provide clarity and quick insights to founders, startups and the questions that keep them up at night.
Their ability to hone in on a perfect brand quickly stood out to us. The fact that our brand is fun yet serious, professional but not boring, and the logo and identity leaves a lasting mark on first glance is nothing short of amazing.
– Craig Zingerline
The core strategy for the re-branding of this leading team of seasoned developers, solution architects, analysts and designers from Poland was derived in a one-day, in-person, Resonaid brand platform session in Los Angeles. The focus quickly turned to the company’s admirable culture. 3 supporting brand pillars were established, which educated the naming strategy and the icon design. The strategy work further created clarity in positioning and messaging and after a successful re-launch event held in Poland, Fabian Geyrhalter, Principal of FINIEN remained on board with ArdentCode as an executive brand strategist.
Contour Technology, as ArdentCode was named for 16 years, knew its name had to hone in on the brand’s newly defined pillars of ‘Connect/Lead/Deliver’ while standing apart from other software development firms in the U.S. and Europe. Using the rare word ‘ardent,’ we encapsulate ‘connection and leadership’ while adding the very to-the-point word ‘code,’ which further infuses a subliminal second meaning: a tightly knit team that is swearing by its work and sticks together as if they are using their unique communication channel.
Minimalistic design language is used to allude professionalism while remaining elegant. Movement directs the eye towards the round icon, which is dotted to represent a chain of connection and algorithmic precision. Three points were highlighted with ArdentCode red to emulate the company’s drive to ‘Connect, Lead, Deliver’, which also visually connects to create the letterform ‘A’ for Ardent.
Working with Fabian and team FINIEN on our re-branding journey was like putting on glasses for the first time: Everything became clearer, had more focus and appeared more colorful.
– Peter Dulak
Introducing a patented innovation to a product that has not seen major disruptions in decades made this brand launch trickier than others. Through a Resonaid™ Brand Foundation workshop help by Principal Fabian Geyrhalter in Vienna, the positioning was established: We believe that male underwear should be logical and geared towards the male anatomy, which is why today, our underwear is different. It separates and thereby liberates, what has always been separated by nature yet barbarically trapped by human fashion. To establish this positioning we needed to create a brand with a unique voice and identity that was just as bold and authoritative as the brand vision.
We crafted a person to reflect the wisdom and particular need for organization. Meet Mister Maginsky, the mentor you never had, the father-figure you want to sip whiskey with, the man that re-invented underwear, magically so. Order, notes Mister Maginsky, equals hygiene, and both should be top priorities in every gentleman’s life. “You’re welcome” became the brand sign-off on all brand communications.
Mister Maginsky is the brand, the voice, the character and the inspiration. The signature logo is a reflection of him: bold, calculated, articulate and free-flowing. The thick stroke signifies his bold confidence. As if it were dipped and signed in fresh ink, the logo portrays the importance of craft and authenticity within the brand. The black and white nature of the designs boldly disrupt an industry known for color and fanciful imagery while adding a seriousness to the innovative functionality that Mister Maginsky represents.
We were so satisfied with their service we’ve offered them partnership in the project.
– Denis Kosor