February 27th, 2009
New Project: ClearPivot
Wow, things have been busy around here recently. Lots of work flying around these days it seems like. One of our most recent projects was designing the identity, branding and website for ClearPivot, LLC, a Denver-based startup company that specializes in marketing metrics and analysis applications.
CLEAR = transparency in numbers, encouraging other parties to view and interpret the data, not hiding anything; open
PIVOT = swiveling from the data to the business (& back); the data provides information on the programs which in turn should align with the business goals; flexible; versatile
CLEAR + PIVOT= CLEARPIVOT
First part of the project was designing the corporate logo. Working with ClearPivot’s CEO, Greg Davoll, we worked up many different possible logo drafts and discussed them with him. During the creative process, we started out with rather complex logo design drafts but gradually began migrating towards more minimal, understated designs that concisely expressed the meaning of ClearPivot. Finally we arrived at the current logo:
The final ClearPivot logo design
The clean simplicity of the logo illustrates the clear, open and transparent nature of ClearPivot’s product and business philosophy. The stylized “P,” of course, represents swiveling and pivoting, illustrating ClearPivot’s marketing metrics philosophy of aligning marketing data with business goals, which in turn pivots back to more marketing data.
After the logo was finalized, the next step was designing and building the website. (As the web is increasingly becoming the foundation of companies’ marketing strategies, corporate websites are more and more the first priority when building a marketing campaign, second only to the brand identity itself.)
As with the logo, we increasingly focused on producing a clean, understated, yet still eye-catching site. We decided on a color combination of predominantly white, gray and blue, (with a few other highlight colors for good measure) and a very organic feel in the visual forms.
The homepage for www.ClearPivot.com
The website is both visually and structurally flexible enough to grow with the company—as ClearPivot expands its range of products and services, so too can the website expand with additional content. In addition, we paid special attention to the top banner on the homepage: focusing on bold marketing points, an attention-grabbing visual design, and strong calls to action (See It, Try It, Contact Us).
So come check out ClearPivot at www.ClearPivot.com. As always, we’d love to hear some feedback: you can write to us on our contact form, or just leave a comment below.
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