Transforming a niche industry brand into a scalable automation platform
Art Direction | Branding | UX/Web/Graphic Design | Video
The Challenge
As Plate IQ expanded beyond the restaurant industry, its branding no longer reflected the broader vision of the company. The name and visual identity felt too industry-specific, limiting future growth and creating inconsistencies across marketing and digital experiences. The challenge was to develop a more scalable and memorable brand that maintained the intelligence and efficiency associated with automation while introducing a more modern, approachable personality within a crowded SaaS market.
Brand Evolution
We explored and workshopped a wide range of potential naming directions through collaborative strategy and brand discovery sessions before ultimately developing the name Ottimate.
The new name, Ottimate, was developed as a playful evolution of the word “Automate.” We created a completely refreshed visual identity centered around simplicity, flexibility, and approachability.
Rough logos
The new name, Ottimate, was developed as a playful evolution of the word “Automate.” We created a completely refreshed visual identity centered around simplicity, flexibility, and approachability.
Final logo
“A fun brand”
Website
Refreshing an old website and working within an existing web framework is usually more difficult than creating a brand new site.
Old website
New website
Marketing Materials
To support the launch, we developed a range of branded marketing materials and motion assets designed to introduce the new identity across channels.
