Putting a Face to the Name

Through our strategy exercises, we developed a brand personality called “The Playful Guru,” inspired by the COO’s description of her team as “the nerds who want to help you with your homework.” This led to a brand identity system that took a highly visual and interactive approach, making data feel more accessible and dynamic. At the heart of this transformation was “Pal,” a friendly and approachable guide between the structured world of business and the vibrant, colorful world of analytics. Pal literally pulls back the curtain on business data, revealing insights through engaging illustrations and playfully interacting with data shapes and dashboards. We brought this concept to life through world-building and brand application, crafting two distinct realms—Business, a black-and-white, structured space, and Analytics, a world bursting with color and movement.