THE CHALLENGE
Cognosante came to the table with a request that began with asking for a new approach to their images and concluded with brand style refresh. The ask included image use and style, accounting for their three business units (not represented until now), color use, icon consistency, and simply improving B2B client experience on the site.
THE KEY TO A NEW STYLE
Cognosante - before starting in on how the imagery could be recast I noticed an opportunity… the company logo had one single diagonal element. Using this as catalyst for making a small change in the photo box, I created an element that subtly tied the core of the brand through each area.
This element in place, it was time to address how the three business units would be handled. This was achieved with pairing the logotype with a + and the business unit. The client was ecstatic. Sometimes it just takes a small adjustment to achieve the goal.
PHOTOGRAPHY
ROUGH COMPS
STYLE GUIDE
WIREFRAMING
HIGH FIDELITY COMPS
MOBILE
Client: Cognosante
Creative Direction: Nathan Spoor
Agency: PACE Communications