Union
Brand identity for Union, a digital platform, based in Washington DC, used by some of the biggest incubators and innovation teams on earth
↯ Client:
Union, Washington DC,
USA 🇺🇸
↯ Sector:
Technology
↯ Services:
Brand identity
Visual Positioning
Identity application
Website design
Union is a digital platform that empowers startup success by connecting them to resources and networks across the world.
They needed a new brand identity that reflects their commitment to community empowerment, innovation and continuous product improvement.
Some of the biggest incubators and innovation teams on earth use Union, so the new identity should be flexible enough to be paired together with different partners and different contexts.
We developed a design concept around the idea that Union is a crucial element to make things happen, in the fast paced startup ecosystem. Values such as collaboration and community are represented by different patterns and the way they visually connect with one another creating new shapes.
The symbol itself is about collaboration, coming together with the combination of three different patterns. We defined a vibrant color palette with bold, contrasted accents that work together with the typography to assemble a set of visual guidelines that are robust and playful.
We designed a visual grammar that was able to create visual canvas of brand identity without the need to stamp the full logotype on each and every scenario. This flexibility is quite useful to maintain the brand present with different tones of voice, regarding each type of communication piece — being it internal, or closely connected with a partner brand.
The website was completely redesigned together with Union’s in-house team, as we helped to shape the overall visual strategy online, expanding some of the brand’s new elements such as illustrations and pictograms.
