Crafting a brand that humanizes research, transforming it into an engaging, welcoming, and accessible journey for all
BACKGROUND
PercepSense is an AI-powered qualitative research software, designed to extract insights from consumer conversations. The platform offers end-to-end processes for the different stages of qualitative research.
Challenge
The field of qualitative research can seem intimidating and inaccessible to a layperson, due to its jargon-heavy and technical nature. Our challenge was to build a brand that makes research feel inviting and engaging, without diluting the depth of the product’s offerings.
ANALYSIS AND INSIGHTS
An analysis of competitor platforms revealed brands with a highly corporate feel, that employ jargon-heavy, functional communication. These brands lacked a sense of humanness, and seemed to be speaking largely to people within the field of consumer researcher, as opposed to a wider audience.
Process
We built a brand anchored in the qualities of perception, curiosity, and intuition. While a landscape of shapes helps evoke a sense of wonder, the use of playful illustrations helps make the brand feel inviting and accessible to a general body of users. Additionally the use of purple and yellow as our primary colours creates brand differentiation and recall.
Logo
Keeping in mind our goal to humanise research, we devised a logo that is anchored in the idea that every research project stems from a question. A play on the letter “P”, as well as the “?” symbol, our logo foregrounds the quality of curiosity.
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Brand Environment
Our brand environment plays on the idea of perception as constantly shifting and evolving. It employs a landscape of free-floating shapes that come together to reveal an insight, creating an interplay between things that are hidden and revealed.
Digital-first experience
UI cards and screens form a crucial part of our brand ecosystem in order to give users a glimpse into the product, as well as to evoke the AI-forward digital environment that PercepSense is situated in. Photographs of users within this environment is a nod to the digital-first connections fostered on the platform.
Making the digital experience approachable with simple and identifiable elements that are aligned with the brand visual system.
