Creating a human-friendly brand identity for the automation specialists.
Automation Logic is a Cloud, Automation and DevOps specialist. Since 2010, they have been instrumental in helping the UK government, leading financial institutions and telecommunications organisations adopt human-friendly automation.
They commissioned Spinach to create a new visual and verbal brand identity that would better communicate their transformative expertise to potential clients and reflect the positive impact of their services.
After redefining the company’s core values, we created a calmer visual identity and developed more cohesive, straight talking messaging across their communications. Putting the firm’s brand proposition – ‘Better business through automation’ – front and centre on the new logo mark was key to our ‘re-humanisation’ of the brand.
The personality of the founders and team was being drowned out by heavy techspeak and industry/service terminology across communications, so we worked with the team to isolate key messages that would express the ‘why’ driving their approach and accentuate the emotion behind their expertise more clearly.
The new brand is now live online, across signage, print materials and stationery.