Our process began with a brand essence framework. We identified the unique selling propositions that would help differentiate their brand from its competitors. We also identified brand archetypes to help define Supertec’s unique personality and tone of voice. The core essence statement of the brand became ‘manage your members, simply efficiently’ articulating the message that the product makes streamlining, managing and processing tasks that much easier. 

We brought this idea through into the visual identity by developing a logomark using simple shapes to represent the concepts of simplicity and efficiency. Automation, customisation and agility are represented through a visual system of squares, arrows and circles using solid colours and small groupings of shapes.