We created a completely new identity for Steep; an app that uses data to give companies and employees new insights and tools to streamline their work, collaborate better, and develop a more efficient workplace.

As newcomers to the data market, Steep needed a comprehensive overhaul of its visual and verbal identity to be implemented on both website and app and build a solid foundation for future communication efforts. It. With a steadily growing market, it was important to find and own a new type of brand narrative to capture the audience – something that conveyed the product benefits, of course, but even more importantly express Steeps resolution to democratize data and make people thrive. From Steep’s point of view, another important criterion was to create a comprehensive identity, recognizable in every interaction with the brand, including within the actual product.

Based on the app's functionality and simple user experience, together with Steep’s determination to make data available to everyone, we formulated the brand promise and tagline Make Sense Common. A saying that summarized our overall strategy of making data and people go hand in hand, creating a human, personal player that people can relate to. In other words, a company that does complex things to simplify your life. Far away from the main competitors who almost exclusively communicate product benefits in a technical and impersonal way.

To attract tech companies the brand needed a certain level of playfulness while maintaining trustworthiness. After all, asking people to hand over their data is a big ask. This resulted in a black-and-white identity with splashes of colour. For the illustration style, we drew inspiration from the notion of an “aha” moment. Simple outlines, much like a spreadsheet, were then coloured and brought to life, celebrating the beauty of insight. Typefaces Signifier and Sohne brought sharpness and simplicity. All accompanied by an informal and friendly verbal identity. The last thing we wanted was for the visual identity to make promises the product failed to deliver. So, we worked shoulder-to-shoulder with the head of product design at Steep, adjusting the visual identity and the product design in parallel. As a result, Steep’s visual world became cohesive, creating optimal conditions for a strong brand going forward.

The rebrand not only set a solid foundation for Steep’s future journey, but also let Steep show and tell what data truly can be, and how people can use it for the better. All done by strategy and creativity coming together, sprung from the core values and vision of the company. All in all, a unique player with a unique message. Far from the competition.