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Ninjacat is an AI-enabled data & analytics platform made for marketing.
Deliverables:
Brand Identity System, Brand System Guidelines, Website Design
NinjaCat was quickly outgrowing their previous identity. They approached us in need of an update to drive their revised language and growth outlook. There was a good amount of existing equity in the previous brand identity so we laced up with a goal to refresh and redirect.
We wanted to develop a more versatile identity system for NinjaCat and this started with separating the symbol from the wordmark. This gave NinjaCat an identifier that feels elevated and unique on an enterprise level while still maintaining their fun, energetic voice.
The "cat head" already had a lot of character but it lacked versatility and precision. We recreated the cat head in a single-color format and built the symbol from a series of mathematically pure shapes.
We feel that , when possible, building logos, symbols, or mascots, working from simple shapes often creates intentionality and purity - signs of a timeless, ownable brand identifier.
For the wordmark, we used a simple, modern typeface and edited the tops of the stems of the "n" and "a" and ascender of the "t" to match the angle of the cat ears. This created a cohesive look between the cat head mascot and the wordmark.
The human element of annotation, mapping, and editing has always been a part of traditional marketing. We pulled some of those aesthetics into the Ninjacat brand with the implementation of hand-drawn scribble elements.
Along side the simple shapes derived from the forms that make up the "cat head" and the logotype, the scribble elemetns bring a human feel to the brand expression.
With the brand refresh deployed, Ninjacat was able to better communicate their vision and elevate their end-user product - templated marketing performance presentations.
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