With a product as technical as the StorIQ platform and with a wide variety of different customers, our goal was to create an identity that balanced being both visually striking and welcoming, as well as portraying the years of experience and expertise the company has to offer.

Our first port of call was to fully understand the platform, its advantages to an end user and the business problems that brought customers to StorIQ. An off-the-cuff comment during a discussion with the StorIQ team sparked the creative direction we had been looking for; “we put everything a user needs in one simple place.”

Using this statement as a launch pad, we set about creating a logo that quite literally puts everything in one place, creating a marque that visually represented the ordering of day-to-day operations such as tasks, communications and scheduling into a neat little box – everything falling into place.

The identity was then paired with a range of hand-drawn annotation assets to create a more a more humanised look-and-feel that accentuates the collaborative and human touch that the business is based on. This aso portrays the user getting hands-on in their work again, scribbling notes and checking off tasks.