About Flatfile
Flatfile is a comprehensive, secure solution for customer data onboarding with a flat file storage system. The platform is the easiest, fastest, and safest way for developers to create the ideal data file import experience. Flat files are popular due to their simplicity and ease of use, particularly for small- to medium-sized datasets.
Challenge
The overall objective for us was to create a visual identity that would represent the brand's future and chart possible ways for its development. The company aspired to move from a startup approach as its product was fully prepared to enter a larger market — so the main goal was to establish confidence in the market as a legitimate business that evokes trust from website visitors, prospects, and customers. To give the project an opportunity to scale and grow, we also needed to create a framework that showcases the increasing range of data-oriented products and features.
Solution
In collaboration with the Flatfile team, we defined the "innocent" and "ruler" archetypes to establish the brand's foundation, resulting in a harmonious blend of stylistic approaches in Flatfile's visual brand identity and website. Inspired by the simplicity of a file, we worked closely with CEO David Boscovis and his team to create a logo sign representing the seamless merging of files from various sources into a cohesive table. The deliberate kerning of the wordmark reflects the rhythmic arrangement of cells in a table, contributing to a unified data source and reinforcing Flatfile's unique identity.
Outcome
In partnership with Flatfile, we designed a distinctive visual language and brand guidelines that foster trust in website visitors, prospects, and customers. This is just the starting point, as the true test begins when our design work transitions to the client's internal team.
It's important for companies to uphold the design system and benefit from it, which requires ongoing branding efforts.
Using our website branding services, we shaped a brand's visual language that enhances communication, making it more appealing to enterprise clients. It's crucial for this design language to adapt and stay up-to-date, which is why we are proud to see Flatfile excel. They've taken the lead, expanding on the design language while preserving its core aesthetics and essence, a clear sign of our successful collaboration.
