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Finding the North Star for a predictive intelligence brand-building platform.

The challenge was to create a confident, straight-talking brand for a tech company who use data to foresee potential future outcomes. BERA work with algorithms to revitalise brands who have lost their way — but didn't want to come across as a 'data' company.

Our solution was to transform the 'magic' of their platform into a solid reality. We used chaos theory to explain how seemingly random information (data) can have systematic patterns underpinning it. We developed an icon set based on circles, which could have complexity added or abstracted away. From these icons we developed the 'North Star' — the brand marque which was etched into the logotype and used across company collateral as a visualisation of their process, as well as philosophy.