SOPRO brand refresh
It was a joy to work with the team at Sopro to evolve the look and feel of their brand, to better reflect who they are and what they do – strengthening their existing brand identity and providing them with the tools to "empower, not restrict", their global team.
Sopro is an outreach service who help businesses grow and discover new markets by delivering a reliable flow of ideal sales leads. The existing logo, symbol, typeface and key colours from the palette would stay the same, so the challenge was to explore a new idea to build from and at the same time, a new way to use the existing elements to bring the brand to life.
We ran strategic workshops to dive into the Sopro world and redefine the purpose, vision, mission and values for the business, giving us valuable insights for the creative.
Taking inspiration from the circular forms found within the existing logo and symbol, we created a visual system that’s refreshingly simple and can be used to reflect Sopro’s problem solving intelligence and to support messaging.
Using circles as the central and consistent hero element, we created an energetic brand, using a combination of static and active elements. The circle can be used to represent ideal prospects, with other graphic shapes featuring to support these messages, depicting incorrect or lower quality prospects or noise – arrows are used to find the right path through, to discover, identify and target the ideal prospects.
The bold and bright Values posters feature playful depictions of each message, such as: ‘We are ambitious’ where the circle pings around the edges of the poster and launches off, circular coins dropping into a slot for ‘We invest’ and a circular unlocking slider of a device for ‘We are open’.
We designed and consulted on key pages of the Sopro website, including a homepage that features a scrolling triggered animated journey, following the Sopro Coral circle. We created new iconography and an expressive and distinct motion toolkit also showcases the dynamism of the brand.
The new concept explored an enhanced brand toolkit with new design assets, a refined colour palette, photography featuring Sopro’s people, new applications and brand guidelines. The solution means a greater level of freedom and inspiration for the brand and the people who use and interact with it. The Sopro teams can create communications that are engaging, consistent and have flexibility, variety and energy.
"We are now equipped with a set of guidelines which empower, not restrict, a practical toolkit of assets for use across the business and a brand that is truly Sopro.” – Vic Heyward, Director of Marketing at Sopro
You can see and read more in the Evoke case study: https://lnkd.in/eek5PAt4
It was a pleasure to work with Victoria Heyward, Rob Harlow, Ryan Welmans, and the Sopro web team.
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