The Navigator

About Project

The Challenge
“What is our purpose? And how can we communicate it in a way that will resonate with our team and our clients?”
These were the questions we asked ourselves in 2023. We boiled our “why” down to a single statement: To elevate software brands to reach their true potential. After defining this, we knew we had to first elevate our own brand.
The Solution
To inform our brand evolution, we conducted client interviews, surveyed our internal team, investigated our pipeline, and combed through our analytics. It all confirmed that, while we’re best known for our web services, our clients also need us to help them with evolving their brands and enabling their sales teams.
We redefined our value proposition and adjusted our web strategy. We reimagined our website, making our full-service web offering the main attraction with complementary brand and sales enablement services. We launched our refreshed website in June 2023.
Creative Approach
In the nautical world, a tiller is part of the steering system of a vessel. And, since our job as an agency is to lead and guide, we leaned into the narrative of navigation.
Every aspect of our brand is now tied to this theme of navigation. We took inspiration from maps and charts and created a grid element that represents the changing landscape of software (you can see this in the background elements of our website). Abstract shapes move along the grid, representing how we help our customers navigate from point A to point B with a plan and a process.
We also introduced light elements (gradients) into the story. Some feel bright and hopeful; others, dark and mysterious. Whatever the landscape, we illuminate the path and guide our clients through whatever challenges they face — funding cycles, market ups and downs, geographic expansion, and more.
Our photography style — black and white with motion blur — illustrates how we bring focus and clarity amid the fast-paced world of tech and software. And our new illustration and icon styles speak to how we balance creativity with process and structure.
The Impact
Our brand and website are instrumental in acquiring and retaining clients. They’re also critical for attracting world-class talent that continues to elevate our agency, enhance our culture, and drive more value for our clients.
After launching our new brand and website, we’ve heard from multiple clients and prospects:
“Your message was so clear. We knew exactly who you are and what you do.”
We continue to lean into the creative expression of our brand story because we believe that when a brand is fully aligned with its purpose, anything is possible.