Ensolvers
Unleashing the vibrant personality of a near-shore tech staffing pioneer.
Ensolvers, a Central and South American leader in near-shore tech staffing, struggled to scale with a limited starter brand identity. Through in-depth conversations, I uncovered their passion and drive, and translated it into a bold new visual system designed to fuel their growth.
Previous Design System & Logo
The Ensolvers team was weighed down by a brand identity system that was cobbled together over time. The dated logo, icons, and stock photos were not setting the brand up for success for growth in the tech industry beyond "Web 2.0." They were, however, attached to the concept of the "curly bracket" as a part of the logo. The concepts we developed struck a balance between retaining some equity and showing just how far we thought the new brand could push their thinking.
Identity Concepts
We developed three visual concepts based on the brand strategy which boiled down to Energized Innovation Partners. The first concept (left) took the curly bracket to the extreme, making curly pathways the core of the identity. Combined with a playful typographic approach, this option created a simple yet impactful foundation. The second concept (middle) emphasized the innovation aspect of the strategy. With a variable logo shape at its core, the story centered around Ensolvers' ability to mold to client needs. Married with a vibrant and edgy color-scheme, this option delivered on a future-forward vision for the brand. The third concept (right) used both the brackets and variability together. The client resonated with the vibrancy and fluidity, feeling like it represented their personality and passion the best.
The Challenge: Maintaining Flexibility In The Face Of Usability
One of the key challenges was delivering a rich and variable design system that was also usable by a small internal marketing team. The solution was a wide array of assets created and exported in multiple formats. The gradient assets were created from scratch with complex yet easily editable meshes. The brand guidelines did the rest of the heavy-lifting in terms of setting clear rules and use-cases for each asset.
Website & UI Kit
As the principal designer on the website portion of the project, I was responsible for developing a digital story and experience that aligned with our new strategy. A simple yet immersive scrolling experience draws the user into the site which is then anchored by engaging content. Page templates included case studies as well as services. The case study pages created a unique opportunity to use the gradient asset in the color of Ensolvers' clients, adding depth and continuity to the system.
Outcomes
The Ensolvers team was continually impressed by our ability to take their feedback and implement it in ways that surprised them. The brand has now been rolled out across their channels and they have seen an uptick in organic contacts through the website. They are preparing a larger rollout at events and are developing a content plan to keep the energy moving on LinkedIn and their own blog.
