A brighter future
The new identity moved away from a singular brand green to a more ownable and expressive set of mood colours. We developed a comprehensive colour wheel that enables the Brightsmith team to hand-pick harmonic colours based on the tone of communication, ranging from provocative to trusted, optimistic to inspiring. Inspired by colours from the natural world and underpinned by a new agile set of brand greens, the evolved palette serves as a key foundational element for the Brightsmith brand.
Just our type
"Break the mould" they said. So we did. We carried out a complete typographic refresh, replacing the generic Montserrat Google font with a pairing of Nodo Type Foundry's NT Bau and Recife Text from Luzi Type. Working together within a system, the pair offer rich contrast to represent the interaction between nature and technology. To add further expression, we added 'Stay Dreaming', a script font from Set Sail Studios, that provides a playful diversion.
Down to Earth
Imagery is always inspired by the power of nature on earth. The rolling waves of the ocean, the eternal force of wind, the bright glow of the sun. These are the sources of energy for the future. When technology takes centre stage, images show how it interacts with the natural world.
Together, all the elements of the identity create a robust system that can flex to express Brightsmith's unique point of view. To apply the identity, we created a set of templates that can be used across social platforms to advertise the latest vacancies, promote industry initiatives and events or frame articles of thought leadership.
Measuring the success of a change in brand identity isn't always an exact science. But since the launch, Brightsmith has experienced major growth including an expansion into North America and an increase of 540% on year-on-year revenue.
"Break the mould, they said. So we did."
Ben Morgan, Head of Creative, Nephew