Signific is a young consultant company in data science, data engineering and product-led growth. In a very short time frame, while setting up their business, they needed a visual identity. They had to move fast to get to the market while hiring talent to meet that same market's demands. Also, as a startup run on a shoestring by only three people they needed to focus on profitability.
Differentiation and employer branding – to attract young, highly educated talent – was at the core of the project. Traditional applications such as stationary and large signage wasn't and still isn't relevant. Instead the main application of the identity became the interior design of Signific's office in central Stockholm.
Differentiation and employer branding – to attract young, highly educated talent – was at the core of the project. Traditional applications such as stationary and large signage wasn't and still isn't relevant. Instead the main application of the identity became the interior design of Signific's office in central Stockholm.
Hiring the right people and holding on to them is at the core of Signific's strategy, and concepts developed for the visual identity are relevant also when it comes to creating the environment where these people meet and work. It is a highly social space, catering for entertaining guests and educating partners and clients as much as sitting by a desk, working on a computer. It’s a place for talking, thinking and learning designed to catalyze creative and active minds. So, the unexpected, whimsical, beautiful and playful is ever present, as are the colors and shapes from the visual identity. What goes together and what doesn’t and why?
– We’re having seminars and need a lectern!
– Let’s buy a huge log and put a crocheted cloth on top of it.
– We need a piece of furniture to hide the cables under the television set!
– Ok, let's build one from glulam and laser cut intarsia from veneer into a big jigsaw puzzle for the surfaces.
This is a space where [kit] bashing is not only ok, but encouraged, as it is a reflection of what the people here do all day (except drinking really, really fine wine).
Ceramics by August Sörensson and Stina Lord
