Ocard

Problem

Ocard is a customer management system where restaurants can tailor-make loyalty rewards programs for consumers. For years they had been operating under a visual identity with a loose direction. To reinforce trust and credibility among stakeholders, they sought to establish a stronger brand voice that would be consistent across all touchpoints.

Solution

The project began with peeling back the layers of the brand - evaluating their mission, values, and impact they wish to have on consumers. Then came assessing all current materials and planning a strategic route forward based on strengths and weaknesses of the brand. While the logo and colours were improved upon, everything else was developed from the ground-up.

Brand identity

With a variety of styles, colours, fonts, and treatments, their previous brand voice was beginning to look scattered and incoherent. Rather than doing a complete overhaul, the process began with studying the existing brand and seeing which areas could be kept and improved upon. Colours and fonts were narrowed down first before being expanded upon. Guidelines towards imagery and illustrations were introduced to help with establishing a consistent tone and emotional response across marketing materials.

Athemaster

Brand identity

Athemaster is a data consultancy that uses the latest in open-source technology to provide clients with tailor-made solutions to their business problems. Emerging from the pandemic with a cooperate identity that has remained unchanged since their establishment eight years ago, they felt the time was right for a brand refresh. The goal was to achieve a more modern look that better spoke to their business offerings of being data-first.

The old logo takes inspiration from the owl of Athena, also known as Minerva, which is seen as a symbol of knowledge and wisdom throughout the Western world. With respect to its legacy and meaning, the approach was to create a simpler and more recognizable logomark that could be seen as an evolution of what came before.

A cool green hue extracted from the old logo was made the primary colour, supported by the introduction of fern green and lime. This palette was put together to evoke a response that is natural, human and professional.

Much like being a data consultant, the choice of typeface had to be smart, formal and approachable. Raleway fit the bill for its elegance and versatility. Its distinctive ligatures and terminals keeps it from getting too lost in the sea of sameness. Working well for both print and web, it equally holds it own be it for headers or body copy.