Building and accelerating your digital innovation

Bringing a new digital agency to life. Together with the owners Bas Holtrop and Arjen de Jong, we started a search for the experience and form of their new brand to be launched. We were given the task of developing a strategy and design system that matched their forward-thinking and intelligent personality. This was primarily an exercise in both reducing complexity and enhancing the pioneering nature of the two individuals in question.

Discovery

Through multiple workshops and insights gained, we developed the direction of the brand step by step. Knowledge and understanding of their philosophy fueled the ideas. Hard facts helped us to understand where the real value of the brand lay. 

A way of thinking

Many organisations look at their existing way of working and look for actions to digitise and automate it. You can look at it that way, of course, but then by definition you are looking from the inside out. The real innovation is aimed at the user. We want to make the added value of smart technology visible to precisely this target group.

Identity

Based on these insights, we developed an identity that is both confident and direct. A simple but powerful colour palette of yellow and black. A sharp tone of voice. And a nice range of refreshing contemporary headlines. After a number of name generation workshops and exercises, we came up with the name Sigbar. A corruption of the Dutch word ‘zichtbaar’, which means visible. Inspired by the power of transforming complex data into clear information for users.

Result

A new brand with a new identity, brand purpose and clear visual language to design every touchpoint with the brand to move from complexity to clarity. Because the real innovation is not in the technology. Let that be clear.