ROOTQUOTIENT is Canada's leading Technology Development firm centred around its people.
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ROOTQUOTIENT
Unifying a Scattered Identity
In the tech industry, it’s easy for brands to become faceless entities, focusing solely on products rather than the people behind them. Rootquotient recognized an opportunity to differentiate itself by highlighting its team and the collaborative spirit that drives its success. Our challenge was to reposition the brand to not only showcase its technological prowess but also to connect customers with the passionate individuals responsible for their solutions.
DETAILS
CATEGORY
Rebranding
LAUNCH YEAR
2022
SECTOR
Technology Services
SERVICES
Brand Foundation Strategy, Brand Expressions Design, Website UI/UX, GTM Strategy
(01)
Project
Overview
Centering the Human Element in Technology
In the tech industry, it’s easy for brands to become faceless entities, focusing solely on products rather than the people behind them. Rootquotient recognized an opportunity to differentiate itself by highlighting its team and the collaborative spirit that drives its success. Our challenge was to reposition the brand to not only showcase its technological prowess but also to connect customers with the passionate individuals responsible for their solutions.
WHAT WAS IMPORTANT?
Customers want to connect with the people behind the technology.
A cohesive brand identity can enhance perception and trust.
Highlighting the team can foster deeper relationships with clients.
(02)
The Opportunity
Putting People at the Center Stage
The core of our strategy was to bring Rootquotient’s talented team into the spotlight. We aimed to create a brand narrative that emphasizes the human element of technology, allowing clients to understand who is behind the innovative applications and software solutions they use. By showcasing the expertise and passion of the team, we sought to build stronger connections and trust with customers, ultimately positioning Rootquotient as not just a service provider but a collaborative partner in technology development.
WHAT WE DID?
Highlight the team’s expertise and passion in brand messaging.
Create storytelling opportunities that connect customers with the people behind the brand.
Position Rootquotient as a partner in technology development rather than just a vendor.
(03)
The Strategy
Unfolding a New Identity
The design strategy for Rootquotient revolved around an extensive redesign that incorporated elements from their existing logo—a stylized origami tick. Rather than changing the logo, we unfolded this element to serve as a foundational motif in the new design system. By pairing this with a vibrant gradient swatch, we created a visually engaging and cohesive identity that flowed across all brand collaterals, website UI, and social media templates.
WHAT WE DID?
An origami-inspired tick as a central design motif, symbolizing creativity and precision.
A vibrant gradient swatch to convey innovation and dynamism.
A comprehensive design system that ensures consistency across all touchpoints.
Engaging and modern visuals that reflect the brand’s forward-thinking ethos.