Brand Design System, and Brand Book for Thinking Machine Systems. TMS is a British contract cycle and management company that offers IA technology to analyze contracts.
I directed and designed the visual system and guidelines in partnership with Macuco Lab that led the Brand consultancy, copy guidelines, and illustration development.
The main company's challenge was to be a valuable option of service within a market filled with different players and value propositions.
Our outcome was the organization of the client's brand platform, the portfolio of services, and a repositioning that led us to change the main target from IT professionals to procurement and decision makers: offering a simple, powerful, and accessible solution for their problems.
Visually we developed a bright, professional, and happy language. The client already used blue to communicate its brand before, so we uplifted the tone and added more colors to offer a bright and solar color palette. We brought the swoosh, circle and underlining elements to make a link of what we usually do when analyzing documents by hand and highlighting information with a pen. The use of a grotesque typeface was driven by the public recognition of that font draw within the digital transformation market. A Brand Book was designed to contain and explain all the verbal and visual assets produced.
