Visualsoft

Helping online retailers to think bigger

Client

Visualsoft

Project

The Visualsoft rebrand

Services

Brand strategy, Brand story, Brand identity, Design, Copywriting, Brand guidelines, Art direction

Sector

Digital

Helping online retailers to think bigger

The Brief

A client centric approach has always been at the heart of Visualsoft but it was felt that the brand didn't always reflect this. It had to come out of the dark, feel more aspirational and relevant to clients. We wanted to convey the intelligent but down to earth vibe that you get from meeting Visualsoft in person. In amongst all of this Visualsoft wanted to retain the heritage and equity built up in their V icon, so we needed to create a relevant and fresh spin on a familiar logo.

Background

20 years ago, Visualsoft set out to provide an eCommerce solution that would deliver an outstanding experience for clients and customers alike, paving the way for better technology in the industry. Now, as they enter a new era, new offices and adopt a truly client centric approach, Visualsoft needs a brand that is accurately depicts the company they are today.

The Solution

During the DISCOVER phase, the old look and feel was almost universally described as one note, dark, dated, overly masculine and unwelcoming. The gritty black and white treatment of photography, which focused only on the inner workings of Visualsoft, simply exacerbated this perception. One of the key tasks to flip the first impression, from dark and uninviting to bright, light and positive. Turning black to white and introducing a more versatile ‘pastel and pop’ palette felt like we’d literally opened the curtains and let in some fresh air for the brand. Clarifying and simplifying messaging, based around the new core 'engineering effortless ecommerce' proposition and introducing typography with a sense of easy intelligence, amplified this style. Finally, we took the core of the existing logo and reinvented it as a core brand element. A device that would help us to visually express putting clients at the centre of everything.

Helping online retailers to think bigger

The Brief

A client centric approach has always been at the heart of Visualsoft but it was felt that the brand didn't always reflect this. It had to come out of the dark, feel more aspirational and relevant to clients. We wanted to convey the intelligent but down to earth vibe that you get from meeting Visualsoft in person. In amongst all of this Visualsoft wanted to retain the heritage and equity built up in their V icon, so we needed to create a relevant and fresh spin on a familiar logo.

20 years ago, Visualsoft set out to provide an eCommerce solution that would deliver an outstanding experience for clients and customers alike, paving the way for better technology in the industry. Now, as they enter a new era, new offices and adopt a truly client centric approach, Visualsoft needs a brand that is accurately depicts the company they are today.

A client centric approach has always been at the heart of Visualsoft but it was felt that the brand didn't always reflect this. It had to come out of the dark, feel more aspirational and relevant to clients. We wanted to convey the intelligent but down to earth vibe that you get from meeting Visualsoft in person. In amongst all of this Visualsoft wanted to retain the heritage and equity built up in their V icon, so we needed to create a relevant and fresh spin on a familiar logo.

During the DISCOVER phase, the old look and feel was almost universally described as one note, dark, dated, overly masculine and unwelcoming. The gritty black and white treatment of photography, which focused only on the inner workings of Visualsoft, simply exacerbated this perception. One of the key tasks to flip the first impression, from dark and uninviting to bright, light and positive. Turning black to white and introducing a more versatile ‘pastel and pop’ palette felt like we’d literally opened the curtains and let in some fresh air for the brand. Clarifying and simplifying messaging, based around the new core 'engineering effortless ecommerce' proposition and introducing typography with a sense of easy intelligence, amplified this style. Finally, we took the core of the existing logo and reinvented it as a core brand element. A device that would help us to visually express putting clients at the centre of everything.

Visualsoft - Brand Identity Development

The power of partnership

Visualsoft treat clients like partners because that’s exactly what they are. In their business model, Visualsoft only excel if their clients do, so they put them at the heart of everything they do. To visualise this symbiotic strategy we created a sublimely clean, modern symbol that could also act as a dynamic framing device. One part reflecting the progressive power and rock solid foundations of Visualsoft’s platform, while the other acts as a window onto anything and anyone they support. Characters and imagery deliberately break the frame, acting as simple but effective metaphor for Visualsoft’s new strapline; think bigger.

Visualsoft - Outdoor Advertising Campaign
Visualsoft - Brand development HR advertising concept
Visualsoft - Business Card Concept
Visualsoft - Advertising Campaign Concept

The photographic journey

Previously, imagery focused very heavily on the inner workings of Visualsoft. It showed their people talking to more of their people, in their places. While this type of imagery will play a part in the new look, it is just the start of the journey. We have introduced a photographic system and philosophy that tells a far more, inclusive and far reaching story of client agency interaction. We now see not only Visualsoft people but also behind the brands they work with, the power of their partnerships, effortless ecommerce everywhere.

video
Visualsoft - Brand photography
Visualsoft - Brand photography
Visualsoft - Brand photography
Visualsoft - Brand photography

Progressive personality

As a tech enabled service company Visualsoft constantly look to the future, ever ready to change, develop, update and experiment. This mindset reaches well beyond their platform, it flows through everything they do. The digital world is fluid, interconnected and alive, so we’ve created an identity to reflect this. By making the palette flexible and allowing the device to be playful, Visualsoft has adopted a look and feel that is as innovative, open minded and dynamic as they are.

Visualsoft - Brand publication
Visualsoft - Brand photography
Visualsoft - Brand advertising concept and messaging
Visualsoft - Client publication
Last year we celebrated our 21st year in business therefore it was a great time for us as a company to undergo a detailed review of our brand. The brief to Better was simple we wanted to ensure that we had a brand which was future proof. Better acted as the impartial voice who challenged our thinking. I am delighted with the new Visualsoft brand. It embodies the clear vision we have as a company, plus the "think bigger" ambitions we have for our clients, partners and employees.

Dean Benson

Founder and CEO, Visualsoft

Visualsoft - Brand guidelines
Visualsoft - Lanyard design
Visualsoft - Banner design
Visualsoft - Banner design
Visualsoft - Corporate stationery