A new identity for Sterling Data Rooms
Controlled access to secure files.
With an outdated visual that provided little to no reference to what they do, Sterling were keen to rebrand, hoping to attract new clients and create a more coherent brand for both clients and employees alike to take pride in.
We used a workshop with Sterling to start to learn about them on a deeper level. We needed to understand the general morale, what made them tick, where their frustrations lay and how they thought their clients perceived them. What we learned, formed our aims for the project. We also discussed their clients: typically working in high pressured environments, hungry for success, and eager to work with products and people who would cause the least hassle. Added to this, exceptional, reliable service was a necessity. These details formed the personas.
Our research phase studied colour, design, style, tone of voice and brands that their target market were familiar with on an everyday basis. We realised some clear visual/conceptual routes and we broke off to begin exploring within these parameters.
A range of concepts were developed by our team, and we frequently brought our ideas and thoughts together. The client also collaborated with us at various points, to develop and narrow down the concepts to their chosen route.
The chosen identity takes a simple, clean and pleasing pattern and utilises movement and structure to convey the idea of access and connection. The pattern lends itself to both digital and print, providing an elegant and sophisticated look. The dark blue gives a confident, corporate feel, whilst the bright orange contrasts and creates a positive, eye catching and modern edge.
The identity takes a simple, clean and pleasing pattern and utilises movement and structure to convey the idea of access
The logo is a simple wordmark, also able to utilise movement, and the orange connection can be seen shifting to block and re-open the connection between the two pillars of the N. The aim here, is to represent the way that clients have full control over their confidential files, which are always blocked until the client decides which individual can have access.
Having established this identity, Sterling asked us to look into including a lion, as a nod to their old logo, Heritage was a key angle for them, and they believed keeping the lion in their brand ensured clients could still make the connection to something they recognise. We developed a geometric line drawn lion that sits well with the access patterns.
We wanted to make sure this late feature had a purpose. Sterling wanted to boost employee morale, and this provided the perfect identity for the lion - to represent the employee. Externally, it can be seen walking across the bottom of the page or screen, always present, loyal and protective of clients data. Internally, the lion can be used as a more prominent feature.
This project is ongoing. We are beginning to roll out the rebrand across various platforms and touchpoints, and it has had a brilliant and positive response across the board.