Branding
Design
Print
Digital

Seamless.AI Brand Refresh

Visual Style Guide

Creative Breif

Seamless.AI tasked the Design team with refreshing the company's branding to accurately capture its tone and personality. The goal is to create a new brand image that showcases Seamless.AI as a world-class SaaS product and sets them apart from competitors. The refresh includes updates to the color palette, typography, and visual style guidelines, aimed at communicating the company's value proposition and fulfilling its mission of positively impacting one billion people.

Tools

Adobe XD
Illustrator
Photoshop

My Role

Designer

Deleverables

1 style guide, 2 tracks, 14 sections

Challenges

Balancing the need for change while maintaining a connection to the existing product.
Create an adaptable framework that can be integrated into all aspects of the business, while leaving enough flexibility to evolve and continuously grow.
Managing time and resource constraints.

Process

01

Audit & Creative Exploration
02

Brand Presentation
03

MVP Launch
04

Refinement
05

Final Implementation

Results

Product liked the direction enough to start incorporating some of the elements directly into the platform.
Created an extremely flexible framework that allowed the design to adapt to all mediums and business seasonalities.
Executed an MVP that consisted of the core design elements so we could implement quicker and gather data to gauge market response.

Established a style guide to create a cohesive and consistent brand experience across all touch points.

A more modern look was launched that promoted the brand’s personality, while also differentiated Seamless.AI from its competitors. A style guide was created to reinforce these choices and establish consistency throughout all creative. Furthermore, libraries were published in the company’s tech stack to ensure accessibility and ease of use.

Along with the visual identity, a verbal identity section was included as a way to establish the company’s voice. This gave a brief introduction to the company, it’s mission and core values, approved company descriptions, and explaining the company’s tone of voice. Not only do brands need to have a consistent look, but it’s equally as important to have a consistent voice to create continuity in all messaging.

Design System

Inter - a variable font carefully crafted & designed for computer screens.

Primary Colors

Primary

#0065f2

R0 G101 B242

C82 M62 Y0 K0

Primary Light 1

#F4FAFF

R244 G250 B255

C3 M0 Y0 K0

Primary Light 2

#DBEEFF

R219 G238 B255

C12 M2 Y0 K0

Primary Dark 1

#0041C3

R0 G65 B195

C92 M79 Y0 K0

Primary Dark 2

#004280

R0 G66 B128

C100 M83 Y23 K7

Secondary Colors

Yellow

#FFE614

R255 G230 B20

C2 M4 Y97 K0

Green

#1AAC06

R26 G172 B6

C80 M3 Y100 K0

Red

#E13019

R225 G48 B25

C6 9M5 Y100 K1

Neutrals

White

#ffffff

R255 G255 B255

C0 M0 Y0 K0

Gray 1

#D8D8D8

R216 G216 B216

C0 M0 Y0 K16

Gray 2

#48484A

R72 G72 B74

C1 M1 Y0 K71

Black

#000000

R0 G0 B0

C0 M0 Y0 K100

Tone of Voice

Tone of voice expresses a brand’s essence, signaling who they are and what they stand for. Whether people know what they need from the company or if they don’t know the first thing about sales, every word Seamless.AI says informs and encourages. The company imparts their expertise with clarity, confidence, and support.

Clear

We understand the world our customers are living in: one muddled by hyperbolic language, upsells, and over-promises. We strip all that away and value clarity above all. Because businesses come to Seamless to get work done, we avoid distractions like fluffy metaphors and jargon. Simplicity and the idea that “less is more” are key at Seamless. We prefer messaging that can be communicated in fewer words, and in a style that gets to the point right away.

Bold

We are experts in our field and are on a mission to maximize the revenue potential of every professional. We don’t over-promise because we have the experience, the know-how, and the results to show. Our writing style reflects this boldness. Additionally, because our CEO, Brandon Bornancin, is the face and voice of Seamless, we aim to capture his energy in upbeat, strong, and confident language.

Genuine

We get sales prospecting because sales is our life. Brandon is a serial salesperson, two-time multi-million-dollar technology entrepreneur, motivational sales speaker, and 15x sales author. He is obsessed with helping you maximize your sales results. That means we relate to customers’ challenges and passions and we meet them where they are at, rather than talking down to them. We speak to them in a tone of voice that is familiar, warm, and accessible.

Custom Images

An expanded color pallet was created for use in custom images. These colors keep true to the brand’s personality and tone. Along with that, stylized platform images represent the product with simplicity and clarity. The idea is to allow the focus to be on the content and show how easy it is to integrate Seamless.AI into your workflow.

Iconography

Seamless.AI Comes to Life

The new Seamless.AI branding can be seen everywhere. Both online and offline marketing assets convey world class SaaS and an approachable feeling towards the brand.