When Proxima approached us to rebrand their platform from 'IRIS' to 'Pattr', they were looking for a way to visualise their technically complicated but contemporary and differentiating approach to communication. We agreed early on that the primary focus of the brand should be to visualise 'conversations'.
We approached this rebrand by simplifying Pattr's narrative, moving away from the technical jargon that clouded its original brand. Instead, we focused on the essence of what Pattr does best: facilitating meaningful conversations.
Fundamental to the identity is the ‘conversation’ line, a versatile motif that symbolises Pattr's ability to connect and manage diverse interactions. The line weaves through the design, taking on different forms like an audio wave, a scribble, or a framing device, metaphors for the fluid, dynamic nature of conversations. The logo, a simple wordmark, suggests a speech bubble or a switch—subtle nods to the technology that powers these connections.
We used two distinct typefaces to represent different voices in a dialogue. The colour palette is warm and inviting, differentiating Pattr from its competitors’ cold, technical aesthetics. We provided brand guidelines and created animation and copy examples to support consistency in communication, empowering Pattr’s team to continue producing materials that clearly convey the brand's value.
By centring the identity on this core concept, highlighting the platform’s benefits to the people using it rather than the complexity of its technology, we made it more accessible and relatable to its audience.
We designed a brand that elegantly captures the essence of managing and guiding these dynamic interactions and simplifies the platform’s technically complicated functions.
