Brand Design
Brand Strategy, Creative Direction, Graphic Design, Research, UX
We are the action engine for enterprise.
Core User: The Citizen Developer
Strong systems thinkers, problem-solving mindset, the ones who go out and make things happen; they sit closest to the problem and have a “test and learn” approach; a bias toward action. Statistically, this group is relatively split: male/female, 30 – 55. Bachelor’s degree, 10+ year tenure with industry expertise, progressive job promotions, and/or “wunderkind” persona.
Brand Promise
Our brand delivers the promise of working smarter, and a fundamental principle we hold is that smart equals cool. Our products become smarter and more intelligent with increased use, admins become smarter in building the perfect process, and frontline teams increase their knowledge and get better at their job as a result of using our platform. Our brand strives to meet the demands and desires of the future.
How They Will Feel
Customers will feel like they’ve found a non-intimidating, engaging way to work across data, people, and process. They will accomplish incredible things–and that energizes and inspires them. This energy moves users to create more for the business. Insights produced in Propeller galvanize the biggest companies in the world and ensure strategic advantage, which we hope they use to make an impact that helps people, place or planet.
Space, Flight + Superheroes
Propeller, a B2B low-code/no-code automation SaaS platform for the citizen developer. Our product will invoke a sense of wonder not unlike humans’ first brush with flight and its evolution. We are rocketing customers into a new era of efficiency and effectiveness and our brand should reflect the stability and sleekness of the machines that make flight possible, with a little bit of the magic connected to pilots and astronauts–the ones who are the brave pioneers.
Logo
Designed as a modern take on a propeller, the symbol uses interlocking shapes to create movement while maintaining form and grounding. As a whole, the propeller element is designed to carry perspective upward and forward, utilizing the symbols angles and angular typography.
Color
Typography
