Originally, the Sisense brand was designed to emphasize technological capabilities and presented Sisense as a hardcore power tool. The visual identity was built on an eye-catching combination of yellow and black and was reinforced by the angular typeface in the logo. In May 2019, Sisense completed a merger with Periscope Data and we revised brand positioning to resonate with a broader customer base. Our Marketing team started by surveying customers, partners, prospects, and employees to find out how they perceived Sisense. Digital questionnaires using the Survey Monkey platform were sent out to each group with questions about brand attributes, brand positioning statements and Campaign Concepts.
After looking closely at the feedback from the surveys we knew the brand had to pivot, but still remain core to our beliefs — friendly, approachable, authentic, firmly connected to our customers, and responsive to what the market tells us. Our challenge was to bring to life a brand that reinforces these attributes and reflects the insights we’ve gained in a new round of research.
The evolution of our new design language is modern, simple, and full of personality. Each element has a unified data-centric look and feel that is flexible and cohesive throughout.
My team and I addressed the design, direction, development and implementation throughout all components of this rebrand including (but not limited to): the logo, color palette, illustrations, typography, data shape system and photography. Basically everywhere we show up in visual form across multiple platforms. I also co-created an internal brand advocacy group called “Sisense Brand Lab” to enable smooth and universal adoption of the new brand.
Full brand story page from the first rebrand can be viewed here: https://web.archive.org/web/20211019211522/https://www.sisense.com/brandstory/
After a second iteration, the current branding can be viewed here: https://www.sisense.com/resources/brand-portal/