Sector:
App Developers, Branding Agency, Incubator, Software Development
We Delivered:
Naming, campaign creative, stakeholder engagement, differentiation and positioning, IP protection, trade marking advice, brand strategy, brand narrative, visual narrative, behavioural narrative, brand identity, social media direction, livery, web UX, UI art direction, brand guidelines.
Evolving the brand of a team who've risen to dominate the app sector
Moonward had risen in 8 short years to dominate the app development and software development sector. In this time they went from primarily serving startup and entrepreneur clients to developing custom enterprise software. Demand saw them scale and transform as a business, and they needed a reset. No longer a young upstart, they needed to reposition their culture and narrative for future success.
Their existing brand name was aligned with their strategic narrative but wasn't visually positioned for their new target. In our various interviews with clients and stakeholders the message was clear. This brand had evolved. It needed to broadcast the confidence of an established powerhouse, not a startup. In short, it needed to be iconic.
Structures and systems will set you free
Creating effective visual narrative systems builds brand recognition while simplifying future design and creative projects. Moonward's new iconic brand icon offers a wide variety of creative options born from a brutalist simplified design.
Making value visible
Working with the team we created a way to codify and describe Moonward's custom process—which combined and tweaked existing management and development methodologies. We named it Devign™ (Design+Dev) and it makes an elusive but important differentiating value visible.
The vibe of the thing
We created a brand that existed with earned self-confidence. Less noise, less clutter, more focus. Visually positioning itself as fun, creative, systematised and with a finger on the pulse.
"I have nothing but great words for the team at Untold. Throughout our whole rebranding process they have been proactive, extremely knowledgable and easy to work with! Their delivery is world class and we couldn't be happier with our new brand!"
Andrew Owen - Cofounder
