THE BRIEF

I first started chatting with the Pivotly team at an early stage: they had a name and an prototype. During his time as an enterprise IT VP, the founder developed a method to improve data sync and accessibility between teams and software. The efficiency gains were huge and he wanted to bring it to market himself.

fig. 1: original logo

The issue was that Pivotly didn’t know how to talk about their product or stand out in a sea of tech competitors. They needed to create a presence that would connect with their actual target audience to make a splash in the market.

THE STRATEGY

The first thing we did was evaluate their positioning in the market and against their competitors.

We discovered that most tools focus on workflow solutions and cater heavily to tech-savvy IT customers. We realized there’s a market gap in messaging directly to the purchasing teams and industries, selling solutions to their business problems that just happen to use Pivotly as a vehicle.

With this strategy we were able to drop the impenetrable tech buzzwords and expand our visual language beyond enterprise IT patterns.

Taking inspiration from the simple-material-but-complex-puzzling aspect of paper crafts, we chose to build logo concepts based around the idea of molding raw materials into something useful.

fig. 2: origami paper mood board

THE EXECUTION

We had our direction:how business processes and data begin as simple as 1 sheet of paper, but fold and shape themselves into something much more complex. At the same time, the physical medium of craft felt grounded, human, and approachable.

We explored a number of symbol concepts around folding paper, before an idea for an origami pinwheel came to mind. It added to it an idea that data combines together to keep a business in motion.

fig. 3: shape experiments

fig. 4: proto pinwheel

fig. 5: Pivotly pinwheel logo

THE RESULTS

We then packaged Pivotly’s new messaging and visual identity into a fresh website, a full conference booth design, and marketing collateral to support their launch.

In the first three months of their launch, Pivotly booked over 60 meetings from conferences. Pivotly didn't just get a logo, they got the confidence needed to hit the market quickly.