The Ryft brand design is inspired by their position within the big data technology industry. They are breaker of long-held technology paradigms. Because the company itself is a game-changer, Creative Tonic needed to create a brand that is one-of-a-kind. In an industry inundated with bright colors and iconography, we created a black and white photorealistic brand.
UNIQUE PROPERTIES / PROJECT DESCRIPTION:
The brand and its assets are a visual interpretation of how the Ryft One processes massive amounts of seemingly meaningless data, compiles and analyzes it into a cohesive and valuable story. The conceptual approach is unique within the big data market and sets the stage for Ryft to be the game changer.
OPERATION / FLOW / INTERACTION:
The Ryft language and visuals perform, because they represent a strong conceptual connection to what the product does and because they are inherently unique in a cluttered marketplace.
PROJECT DURATION AND LOCATION:
The Ryft brand creation and development occurred over the course of twelve weeks in Austin, Texas. The Creative Tonic team worked hand-in-hand with the Ryft team to create a brand and strong visual that supported the core tenants of the brand and also explained visually the power of the Ryft ONE product.
FITS BEST INTO CATEGORY:
Graphics and Visual Communication Design
PRODUCTION / REALIZATION TECHNOLOGY:
The central image of the horse is a composition of hundreds of license-free stock images. These images were crafted together and composed to create a cohesive visual narrative that mirrors the action of the technology system.
SPECIFICATIONS / TECHNICAL PROPERTIES:
Branding, identity, digital art, visual innovator, brand
The Creative Tonic team interviewed Ryft's stakeholders and conducted persona research to better understand the true needs of the target audience and their frustrations. Creative Tonic's goal was to understand what they were searching for at a higher level than the features of technology itself. Creative Tonic needed to determine what the industry pain points were and how Ryft's innovative product solved a core industry problem.
The challenge with the Ryft branding was aligning on a visual direction that communicates the innovative nature of the product quickly and simply while also being so unique in a cluttered marketplace that it immediately grabs attention and notice.
TEAM MEMBERS (4) :
Anthony Hurd, Michelle Houp, April Dai and Shelley Brand
Creative Tonic , 2015.