Humanless cloud optimization
North helps businesses reduce their cloud computing bills by up to 50% through AI-driven optimization. The SaaS platform enables users to achieve significant savings with effortless integration and flexible subscription models, all without the need for contracts or long-term commitments.
In the public cloud ecosystem, around 40% of spending is typically lost due to ineffective financial oversight. North offers a solution to this financial mismanagement. However, with every cloud computing company claiming to adopt the latest technology, it becomes challenging for users to discern whom to trust and choose. Recognizing this issue, we embarked on a futuristic brand enhancement, including web and UI improvements.
Concept
For the new visual identity of North, we have drawn inspiration from the North Star and constellations. Just as the North Star serves as a constant beacon in the night sky, North stands as a reliable leader in technology, charting new paths and crafting solutions to automate and optimize cloud finance for all customers with AI and software. This approach symbolizes the startup's mission to guide and innovate, providing a futuristic brand identity aligned with their technology.
Logo
For the brand enhancement, we departed from North's previous logotype and significantly refined its appearance to better align with the essence of the cloud industry. By adjusting the kerning, refining the arrows in the brand icon, and modifying characters like "r", "t", and "h", the logo now boasts a more compact and polished look. The new brand icon not only resembles the perspective of a cube but also evokes the shape of a server, perfectly resonating with the industry.
Typography
The monospace style of Red Hat offers a fresh take on the geometric sans genre. Characterized by a large x-height and narrower width for better legibility, the letters have thinned joints for enhanced performance at small sizes. This Google font is perfect for overlines, titles, and CTAs across North's marketing materials, typically used in uppercase letters. For subtitles and body text, we use Satoshi. Satoshi is a modernist sans-serif typeface with geometrically designed characters, providing a fresh appearance even to longer texts.
Imagery
The standout visual feature of North is its large, mystical planet, seamlessly integrating with the star theme. Enveloped in an atmospheric glow and framed by illuminated urban areas, the planet evokes a futuristic vibe while symbolizing connectivity. This imagery blends elements of data, AI, technology, and global connectivity with the concept of star constellations. Subtle touches of purple and mint in images effortlessly meld them into the brand identity, combining professional aesthetics with futuristic visuals to convey innovation and technological advancement.
Website
When users visit North's website, they are immediately drawn to the futuristic planet with its atmospheric glow. Set against a dark background featuring the distinctive purple 'Nebula' color, the above-the-fold section creates a striking impact. Throughout the website, subtle animated illustrations reinforce the themes of progress and advanced technology. A star constellation motif with mint highlights moves smoothly across dark backgrounds, aligning with the 'North Star' branding concept. On the feature page, branded simplified UI animations effectively showcase the platform's functionalities.
UX / UI
In line with the branding, we developed North's UI design system. From the log-in screen to the marketplace, various scores and graphs are featured. The overall dark theme not only reduces eye strain but also enhances the visibility of colorful icons and text. Purple serves as an accent color for highlighting important information such as savings amounts and buttons, effectively drawing the user's attention to critical data. Clear text hierarchy is maintained throughout, employing larger, bold fonts for headings and smaller, regular fonts for descriptions and details.
Social Media
To support North in launching their enhanced brand, we developed social media templates. LinkedIn banners and Instagram posts prominently feature the star concept through star constellations, images of nighttime planets, and northern lights. North makes a bold and futuristic statement across all communication channels, complemented by a neon-inspired color palette and bold, uppercase sans-serif headlines.
"They exceeded our expectations."
Not only was the quality of the work better than we thought it would be; I would say that the quality of their work impacted our business.
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