By David Airey
Contributed by Sanjeet Sahota of London-based Evolve.
The Scale Factory is a tech company that specialises in building scalable hosting infrastructure for their clients, and they came to us asking for a brand identity refresh after using the same identity and logo since 2009. They gave us the challenge of creating an identity that would be flexible enough to work across both print and digital mediums. The biggest challenge we had to overcome was how to convey what they do to their audience in the simplest way possible in both a visual and written format.
We conducted a creative workshop with the client to understand their likes, dislikes, wants and needs, so that we could really understand what they’re about and where they’re heading. That led us to the idea of ‘Growthology’ as their way of working, as the Readyscale platform they use is completely geared towards helping their clients grow. We also went as far as labeling their employees as ‘Growthsmiths’ due to the vast amount knowledge and experience they offer. The identity and the symbol were created around the idea of ‘the building blocks of knowledge’ — inspired by a Lego analogy that used to describe what they do in the creative workshop.
The Scale Factory symbol is constructed from building blocks that represent the core elements of what the company does. The identity uses a flexible system with a few simple rules, but allows for an infinite number of possibilities when being put to use. This became especially important when dealing with documents and presentations that didn’t use additional visual elements, such as photography or illustration, yet needed to constantly remain visually interesting. That’s why we spent a good chunk of our time working on various visual elements such as the building blocks, the cursor, scale lines, and typography to find the perfect balance without the worry of it falling apart in the hands of the client.
View more identity work on the Evolve website. Follow the team on Twitter.
Read more here:: The Scale Factory