Datasine
With new customers and a new, expanding global market, Datasine’s business was growing. It became increasingly evident the brand needed to grow with it.
Fusing AI and psychology, Datasine was a smarter start-up – using data to tailor content to a particular personality. It’s since found itself at the MarTech forefront. Heat was assigned to define a new brand; not just to redesign the company’s logo and website, but to rethink its identity and personality altogether.
Branding / Website
Datasine website, designed in collaboration with Thin Martian.
Datasine’s earlier branding was made to fit a tech sector pigeon hole. It had evolved accidentally – a logo and website initially designed by their CEO.
“Datasine is all about personalising how brands communicate with their audience, and that was missing,” realised Datasine Marketing Director, Cornel Lazar. He agreed a rebrand was needed.
Of course, a rebrand is more than a logo change. We needed to discover exactly who Datasine had become, and more importantly, why?
Tone of voice
Studying the company’s values and carrying out some illuminating brand personality exercises, we worked closely within the team to define three key pillars for the brand’s tone of voice:
Imaginative
We use creativity to innovate. Much like our imaginative way of using data, AI and psychology to bring back the personal touch to communications, we always look for new and innovative ways of improving the life and work of our customers.
Straightforward
We tell it like it is. We don’t complicate things by relying too much on buzzwords or industry jargon. We get our point across by being genuine and sincere.
Bold
We dare to dream. We constantly ask the question ‘Is the way things currently are working or can it be better?’ and inspire others to do the same. We take action, innovate and challenge the status quo.
Design detailing
From the outset, we wanted a font that was clean, bold, and simple – reflecting the brand itself. We used Futura throughout all the presentations as the preferred typeface.
During the middle stages of the project, we stumbled on Hurme Geometric Sans and decided to show the logo using the Hurme Geometric 4, which has a slightly softer look.
“Finding the best designer for your project is crucial. Someone who understands design as communication, brings direction and leadership,” Cornel believes. “Working with Stephen in particular was exciting. He’s a relentless ideas machine.”
The client loved the more distinctive style, and it became an integral part of the identity as we developed the various touchpoints.
The font has various ligatures and swash styles that create an almost customised look.
Feedback
“Working together with Stephen on our Datasine rebrand has been a real joy and we couldn’t be more proud of the result – he brings that rare blend of being a seasoned pro while equally being a great guy to work with.”
“Our brief was ambitious and the timelines tight – what impressed me the most was Stephen's ‘we can do it’ attitude paired with bringing in clear outlines of the What's and When’s. And he stuck to it."
“Where others do a job, you get the feeling Stephen’s heart and soul is in every aspect of the project and goes above and beyond at any stage. Stephen really became part of our team. Hoping there will be future opportunities to work together again.”