I was approached by Desynit, a small team of Bristol-based systems developers, to refresh their brand during a period of growth, which would allow them to position themselves as the leading systems developers in the South West and enable them to compete for work in London and beyond.
Desynit had already engaged the help of Valuable Content, a specialist content marketing consultancy, to interview Desynit employees and clients alike, in order to come up with brand messaging. This, in turn, would lead to a strapline to work alongside the brand identity – “Good Systems Change Your Life”.
The key importance for Desynit was for the new brand to capture the spirit of the “Good Systems” message, whilst also conveying the personality of their business, including trust, expertise, professionalism and approachability. The “Good Systems” message was simple and positive – Desynit’s people needed to be represented as straightforward, human and easy to get on with.
For me, it was clear from the start, that the identity should be equally simple, no complex icons in the logo, not too technical-looking and pitching Desynit as trusted experts in their field. It was for this reason that I went down the route of a ‘logotype’ with subtle design touches within it.
The use of chunky slab-serif typography represented Desynit as robust and reliable. A straightforward, positive logotype, solid, trustworthy and approachable. The subtle arrow, created to form the ‘counter’ of the letter ‘d’ talks of the flow of information and joined up processes that Desynit’s systems give businesses – all about making change happen.
Regular meetings with Valuable Content, Desynit and Iain Claridge (freelance web designer) made sure that everyone could see and agree the direction the brand was taking as it grew.
Once the logo, typography and colour palette had client-agreement, it was time to move forwards with the design-style, which would drive the direction of all of the roll-out items such as website, service package icons, social media and customer guides, not forgetting the usual suspects of stationery and business cards for all employees
Photography was also commissioned, to capture Desynit staff within their everyday work environment. The aim was to show Desynit as human, approachable experts, happy in creating ‘good systems’ that change people’s lives for the better.
One of the first roll-out jobs was to create a set of icons to represent the range of services that Desynit supply, under the banners of Salesforce Development, Extend Your IT Team and Business Apps.
The Desynit Good Systems Manifesto
As part of their work on the messaging for the brand and the website, Valuable Content also wrote a manifesto for Desynit – a mantra of six ways of working, that Desynit believe in, similar to brand values. I was asked to illustrate each of these manifesto points.
We were so pleased with the results that we decided to turn them into a poster, as well as using them as elements for the manifesto page on the website.
Downloadable Salesforce Guide
One of the first ‘proper’ items to be produced in the new brand style was a downloadable guide on, ‘How to make Salesforce work for your business’. Utilising all the agreed brand fonts, colours and illustration styles, this is a 22 page guide to help potential customers understand the benefits of using Salesforce in their business. You can view the whole guide from the Desynit homepage.
The new brand was launched on Friday 13th September (ominous!) but was received extremely well in-house at Desynit. Staff loved their business cards and the brand was made live across the new website and all social media platforms.