Spinach creates human-friendly brand identity for Fintech firm

Spinach specialise in branding. From our studio in London, we work with a dynamic group of international clients – companies in the corporate world, professional services, property, education, food, drink, and the arts. It is this diversity that makes our work so exciting as we get to witness the intimate thinking behind some very interesting brands. We are also increasingly involved in the tech world. This is an exceptionally exciting industry that is often in danger of being drowned by ‘tech-talk’ which can be a little cold and perhaps alienating. The key, we have found, has been to simply help humanise the message.

A recent example is Automation Logic – one of the world’s leading Cloud, Automation, and DevOps specialists who are instrumental in helping the UK government, leading financial institutions and telecommunications organisations adopt human-friendly automation. The company asked Spinach to create a new visual and verbal brand identity that would better communicate their unique expertise. Working with the Automation Logic team, we soon realised this meant forging a more human-friendly brand identity. So, after redefining the company’s core values, we created a calmer visual language and developed more clear messaging across all their communications.

For Automation Logic is was a question of isolating some of their key messages that would express the ‘why’ driving their approach. It was about accentuating the emotion behind their expertise more clearly. Putting the firm’s brand proposition ‘better business through automation’ front and centre on the new logo mark was key to humanising the brand.

The new Automation Logic brand by Spinach is now live online, across signage, print materials, and stationery.

Spinach Branding is a specialist branding agency based in London. We work with established businesses and start-ups around the world to build and refine their brands. See how we work and get in touch to discuss your brand.


Spinach Brand Advertising for Automation Logic
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