Brand Development and Evolution

The brief

DTW were tasked with developing a sub-brand for app development company Scott Logic for its Shinobi Controls division. We needed to draw upon the existing brand for Shinobi, whilst also broadening it out to allow for the new sub-brand to be used in support of marketing activity for the company’s app products.

What we did

At the outset of the project we held a focus group briefing session to scope out the creative process for the work and identify the key requirements for end users of the brand.

We started by evolving the existing hexagonal ninja logo into a clean and simple iconographic design which could be used across all of the required applications, whilst simultaneously developing a secondary colour palette and iconography for use across four new component brands.

Where the brand would be used on marketing collateral such as proposals and reports, we worked to adapt traditional Japanese patterns into elements which could be used to provide visual interest and break up large areas of flat colour.

We also developed a set of custom icons to allow users to highlight key areas, break up body copy and add visual interest to documents.

Results

At the conclusion of the project we delivered brand guidelines, colour palettes, newly designed component brands, and a suite of graphic assets to be used across all their marketing material, event collateral and in-app screen graphics.

These were used to roll out the brand across all of Shinobi’s communications channels including digital, web and hard copy assets.