MWI educate towards a smarter method of user analysis through their SaaS product. Their brand identity brought clarity and focus to a complex service offering.
The emphasis here was on creating an identity that landed Intent's unique approach to personalisation. Conveying the value their approach uncovers across all platforms and media.
Pioneering
Made With Intent’s focus is on challenging the rigid, outdated way that e-commerce strategy is approached. The brand we created reflects that pioneering value by using unusual design combinations in harmony,
Simplicity
As MWI’s approach is focussed on the simplification of data, we had to ensure that this brand oozed simplicity. To do this we used plenty of clean space and a largely monotone colour palette.
The visual language we created had an editorial design look and feel, with a ‘personalisation’ twist in the form of humanised individual ‘X’ shapes that formed unique and memorable pattern work. A freehand logo mark booted that passion and energy even further to create something that elevated both the data, and human values.
When it came to typography it was important to drive home that feeling of personalisation again. To do this we married up two typefaces with very different values, in Joyride and Power Grotesk. Their differing width and shape gives the feeling of individuality and allowed us to give prominence to certain words within each headline.
