‘Workplace
Behavior. Measured.’
Brand Identity, Sales Presentation Kit
Brand identity for a revolutionary approach to employee performance assessment.
Indigometrics is a holistic evaluation approach that redefines employee performance assessment by emphasizing qualitative contributions over traditional metrics. In 2020, CEO Josh Klein enlisted my expertise to craft a multifunctional presentation kit. The document served two purposes: to offer sales teams impactful presentation templates and establish a strong brand identity, encapsulating Indigometrics' essence and empowering the workforce.
Human-centricity.
The core of the identity program for indigometrics revolves around human-centricity, emphasizing the fundamental role of individuals in their product. The identity introduces an editorial storytelling-led typeface and a prominent utilization of human photographic subjects. Through these elements, indigometrics not only underscores the significance of human qualities in their approach but also reaffirms their commitment to enhancing employee performance through a qualitative lens.
Wordmark
The lowercase-only word mark 'indigometrics' intentionally rejects the traditional use of authoritative uppercase initial characters used in proper nouns to spell its name. Instead, it embraces a solely lowercase format to convey a message of inclusivity and fairness. This design choice aligns with indigometrics' emphasis on promoting equality, mirroring their soft skills evaluation approach that values fairness as a fundamental principle.
A deliberate effort was made to establish a cohesive color scheme aimed at streamlining design decision-making while crafting a distinctive brand identity. The palette comprises two dominant and two neutral colors, each featuring a straightforward gradient variation.
The inclusion of two typefaces serves as the foundation for the approach to written communication: Canela, an expressive editorial serif typeface ideally suited for headlines and hero content, and Proxima Nova, a versatile and efficient typeface designed to enhance the readability of dense content.
Given the data-driven nature of indigometrics, the team foresaw that a significant portion of their sales deck and communication materials would heavily rely on written content. To address this challenge, I introduced a range of content templates strategically designed to mitigate this reliance. These templates leverage negative space to generate dynamic visual compositions, cultivating an engaging narrative and capturing the viewer's attention.
The utilization of case studies as a pivotal tool to showcase the genuine value of indigometrics remained at the core of the sales team's strategy. The program places a strong emphasis on the integration of color photography, characterized by rich tones and intricate shadows, to effectively portray the essence of each brand featured within every business case study.
Conversely, in order to establish a clear differentiation between the brands featured in the case studies and the indigometrics brand itself, I opted for a premium black-and-white approach when presenting team members and sales force members.
All components, great and small.
Leveraging geometric shapes for data visualization offered many opportunities to craft unique branded experiences by seamlessly melding the two dominant colors, the primary typeface, and photography, into interesting design charts and graphic components.
In addition to the sales decks, the company website and the presence on LinkedIn and other social platforms played a pivotal role in their brand launch. Once more, the deck included tailored slides meticulously designed to cater to both these essential requirements.
Web & Social.
Ten slides from the deck were skillfully designed for effortless stacking, seamlessly forming the foundation of the web homepage layout.
Software development.
Ultimately, the brand identity program was expanded to provide comprehensive guidelines detailing the correct application of typography, color schemes, graphs, and other essential elements to indigometrics’ proprietary software.
My role & contribution
This project was indeed a one-of-a-kind in terms of team setup. Budget and talent allocation were limited, so in the end, the entire project boiled down to a senior brand strategist, Sarah Masel, and myself. That's it! Can you imagine?