roota sstm
A software company needed branding, and one of the prerequisites was to put the word 'system' in the naming. The company develops algorithms aimed at business automatization. For example, they make those apps, which you might use to gain bonuses when attending your favourite restaurant. In Ukrainian, 'ruta' means a sort of weed, which in legends is used to prepare a love potion. Since the company builds automated client loyalty systems, we decided to play exactly with love. At the same time envisioning the company's expansion to global markets, we made the word more appealing for international ear, by turning it into 'roota'. A system, as a root of success for a business.
Specialized software like CRM systems can be hard to present visually to the public. Yet, the developers' aim was to make a product as easy-to-use as possible for everybody. Why not present it using simple and bright approach then? We decided to break the stereotypical mold by building upon strong colors and vivid imagery, so that we surely get attention of small and big businesses alike.
The idea was to combine grid-inspired layout with symbols as brand elements, imagery and big typography. We did want to go into much detail. The keywords shoud set the context. We wanted to catch the viewers' attention, all the details we'll give them digitally, using a website.
This visual approach remained unfinished. the client liked it, yet decided to move along with a more playful version, which had been built around a funny character, and even more emotional color palette.