From the outset we worked closely with the founders and leadership team. We quickly realised that before we could articulate clearly the customer proposition we needed to rediscover their truth.
We found as with most tech companies, explaining what you do is the greatest challenge. So we set about learning all we could about the origins of the company and mapped out the vision for the company now and in the future.
We defined competitive market territories and built a brand narrative in three chapters. Each chapter spoke to the challenges of their customers and partners; POS Providers, Merchants and Service Providers. These chapters helped the leadership rally together and articulate the customer value proposition.
The original brand identity appeared more startup than market leader. Repeating the design tropes that seem to be all too common within the tech space.
We set about keeping the familiar flowing logo and building a clean and dynamic identity that rallied around a core idea "More flow, less hassle".
We created a brand motif that unifies the cumbersome and messy legacy systems that exist in hospitality today. The colour palette was expanded and developed around the three key area Flyt work within.
A new neutral modernist typeface was introduced to communicate the new brand voice in a way similar to the newly defined values. To make the complex simple, frictionless and hassle-free.