A brand imagery project for Bright, an established, award-winning agile software company specialising in Digital Asset Management (DAM).

The original brief for this project was to work with the existing brand and create new brand imagery that accurately and authentically represents the Bright brand and culture.

The end result would need to include a new toolkit of assets to work across all aspects of communications, online and offline – inspiring and amplifying a more creative side to Bright for its customers, while also engaging its employees.

After carefully reviewing the Bright brand, the company and their values, we saw an opportunity to make a bigger impact for our client with a concept that would allow them to better tell the Bright story across all brand elements.

Bright’s existing logo features a graphic representation of a brain. Taking the existing graphic shapes, we wanted to ‘free the brain’, liberating the design into an expressive and illustrative set of tools.

These include bold line illustrations, which can be combined with photography and/or the large, abstract, cropped sections of the brain graphic that can be used to add depth to communications and also act as holding shapes for a variety of content.

This new visual approach for Bright would act as the glue that would hold everything together, strengthening the connections to the brand and maximising the impact throughout their toolkit and communications – helping them to stand out in their competitive market and increase engagement internally.

The new brand toolkit includes illustration, graphic elements, photography, iconography and templates with a new style guide that provides clear direction for using the new assets, including a simplified approach to typography and colour palette.

From this, we delivered new values imagery, eBooks (optimised for mobile and also printed featuring white foil and colour on metallic card covers), case studies, a proposal template, a sales deck, a company quarterly review deck and an event space. The new toolkit is rolling out to the website, products, videos, social posts, newsletters and blog.

One of the largest visual representations of the new toolkit was an exciting application of impactful interior graphics and signage throughout the Bright office, reflecting the company values, in a bold, colourful and expressive way.

“Evoke has been instrumental in making a dramatic change which has elevated our brand to the next level.
Evoke reviewed our current branding and took time to understand our values. Without this close attention we simply wouldn’t have received the great design direction Evoke produced. The end result of our project has not only helped us stand out in an increasingly competitive market, but it’s increased engagement and a sense of pride across the business. The quality, commitment, flexibility and attention to detail is outstanding and I see Evoke as an extension of our creative team.”
Vic Heyward
Marketing & Communications Manager, Bright