The Brief:
Take the reins from the outgoing agency, take stock, rationalise the brand and re-build it with a more consistent and engaging visual language to better reflect the A-list status of this colossus of B2B data storage.
A need for focus
With a legacy of colourful but not always consistent visual messaging across multiple platforms,
we prioritised our focus.
First, we got the brand basics right. With so many possible outputs from exhibition graphics to internal comms, it’s important to ensure the brand is consistent.
What is the primary messaging?
Which elements are key to the Scality brand?
How can we ensure the design stays consistent, not only for own designs but for others using the brand as well?
These are just some of the key questions we asked ourselves at the outset.
Robust and precise
With the brand guidelines being our starting point, we set out to ensure as many avenues as possible were covered.
The ideas and meaning behind the design and what it means for Scality made up the core of the brand. It’s not enough to simply tell people how to work with the brand, you need to inform the why, so the design principles are at the forefront of the guidelines.
The primary logo is explained not just shown, and the full brand hierarchy is clear demonstrated to ensure the primary brand is always at the forefront of any design. Whilst it’s important to show the individual brands and products that are offered by Scality, it must always be clear who it is that offers those. That is a key element to any successful brand.
Details and Consistancy
Originally, Scality utilised both a sans serif and serif font for different purposes. However this often led to cases of incorrect usage and fragmented design.
To create consistency, a single sans serif font was selected that had a variety of weights. This allowed us to build a hierarchy that is easily readable and adaptable to a wide variety of outputs and scenarios.
Subheads, eyebrows, body copy and other copy types have a percentage based sizing guide that is based off the size of the primary heading to ensure the hierarchy stays consistent.
The full package
A series of abstract shapes were created that riffed off the main Scality hexagon design.
These were produced to provide impactful graphics that could be used across all mediums that also matched the brand without being completely separate. Each one contains the same angles and panels as the primary shape, in the same way that the various products and divisions of Scality make up the whole company.
Secondary logos, icon styles, buttons and even emojis were all defined, produced and supplied in relevant file formats to complete the package.
Example documents and templates were created including word, powerpoint, comp slips, business cards and leaflet designs to allow less savvy users to create brand relevant designs without needing to refer work to a designer.
The Result
Two years' in, the brand guidelines and expressions are robust, and we work with Scality on extending the brand into 3D, animation, sub-branding and ad campaigns.
Our collaboration with Scality and their brand guidelines has helped elevate the company's visual identity, creating a more cohesive and impactful presence across all touchpoints. By aligning every design element with their core values and strategic goals, we've strengthened brand recognition, improved user engagement, and contributed to a clearer, more confident voice in the market. With over 180 projects completed, our rebrand has helped improve organic traffic 25%.