Case Study/Categories/Technology
Patches
A bolder identity for a product that had outgrown its first one.
Growth rarely waits for a brand to catch up.
Overview
Growth rarely waits for a brand to catch up.
Patches had built a product people depended on and kept an identity that still looked like the side project it started as. With a Series A closing and the category getting louder every quarter, the distance between what the company had become and what it looked like had stopped being cosmetic.
Our role was to rebuild the brand from its positioning up — a system confident enough to hold its own against far larger competitors, and loose enough to stretch across everything the company had not shipped yet.
Looking like the company you already are
The product had moved on twice while the brand stood still. Customers who had used Patches for years described it in language the website never used, and every new hire redrew the logo slightly differently because there was nothing to redraw it from. None of that shows up on a roadmap, but all of it shows up in a pitch. The work started by writing down what the company actually stood for, in the words its own customers already used, and then building outward from there.
A system built to stretch
A brand that only works at the sizes it was designed for is a brand that breaks the first time it is needed somewhere new. So Patches got a system rather than a set of files: a type scale that holds up from a packaging panel to a product tooltip, a palette with enough range to signal without shouting, and rules plain enough that a marketer with no design training can follow them at four in the afternoon.
Our brand promise
We make the everyday work feel lighter than it has any right to. A promise the product has to keep before the brand can make it, which is why it was written with the team that ships, not only the team that markets.
Categories
Patches
A bolder identity for a product that had outgrown its first one.
Growth rarely waits for a brand to catch up.
Patches had built a product people depended on and kept an identity that still looked like the side project it started as. With a Series A closing and the category getting louder every quarter, the distance between what the company had become and what it looked like had stopped being cosmetic.
Our role was to rebuild the brand from its positioning up — a system confident enough to hold its own against far larger competitors, and loose enough to stretch across everything the company had not shipped yet.
Looking like the company you already are
The product had moved on twice while the brand stood still. Customers who had used Patches for years described it in language the website never used, and every new hire redrew the logo slightly differently because there was nothing to redraw it from. None of that shows up on a roadmap, but all of it shows up in a pitch. The work started by writing down what the company actually stood for, in the words its own customers already used, and then building outward from there.
A system built to stretch
A brand that only works at the sizes it was designed for is a brand that breaks the first time it is needed somewhere new. So Patches got a system rather than a set of files: a type scale that holds up from a packaging panel to a product tooltip, a palette with enough range to signal without shouting, and rules plain enough that a marketer with no design training can follow them at four in the afternoon.
Our brand promise
We make the everyday work feel lighter than it has any right to. A promise the product has to keep before the brand can make it, which is why it was written with the team that ships, not only the team that markets.
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