Branding
Roam
The challenge & solution
Roam, a B2B SaaS company, is a business management platform designed to empower digital creatives. It helps creatives conquer pricing, secure dependable contracts, and streamline their workflow. However, with a creative-first audience, Roam needed more than just a powerful tool. They needed a brand identity that resonated with and commanded respect within the industry.
We began by immersing ourselves in the world of designers, photographers, and content creators. Through surveys and interviews, we delved into their frustrations with existing platforms, their desired features, and their overall aesthetic preferences. Equipped with these insights, we set out to craft a brand that spoke their language.
The design system, nodding to the
creative process
We designed a visual identity that feels like a comfortable workspace for the creative crowd. The design incorporates sleek lines, bold colors, and a sense of both simplicity and subtle nostalgia, creating a harmonious blend that sparks inspiration. Much like its ancestors Universe and Avenir, the logo font and brand font, Haffer, holds a familiar friendly warm simplicity; making room for relevance despite any one user's creative concentration.
The dot pattern background evokes the familiar texture of sketchbooks, a staple in the creative space. Gradients, introduced for synergy with the four primary brand colors, symbolize the transformative journey, from initial ideas (dots) through exploration (gradients) to the final polished product (brand colors), mirroring the creative process itself.
The digital product
Competitor analysis revealed excessive interface complexity, leading to user overload. We addressed this by streamlining the product. Through extensive internal testing and iteration, we stripped the product to its core functionality. This involved reducing colors, type variations, and container shape to minimize user cognitive load while maintaining a fresh visual identity for Roam.
In use
From the beginning, we knew that we needed a brand expression that would work across various mediums, from print to digital and most importantly, the product itself. We meticulously explored font weights, margins, strokes, and curve radius to create a design system that is flexible enough for today's mediums and products, as well as those to come, creating consistent branding across all mediums, from buttons to banners.
