BUILD YOUR STORY
ABOUT
Former security operators Eoin & Thomas started building Tines in 2018 after experiencing a decade of all too common industry problems - too much work, not enough staff, and inevitable incidents. Tines is a no-code automation platform that liberates security workers from repetitive, unfulfilling work and empowers them to focus on more meaningful tasks that utilise their true potential.
WHAT WE DID
Brand Identity System • Art & Creative Direction • Website Design • Event Branding & Collateral • Campaign Design • Ongoing Design Support
CHALLENGE
From early on, Tines’s focus has been on simplicity, speed & customer success.
In an industry where everybody is blending in, Tines understood their brand had to do things a little differently to effectively communicate their product and help them to become a leader in no-code automation. After recently updating their logo, we were tasked with building out the brand into a coherent, scalable system that captures the playfulness, creativity and endless possibilities that are waiting to be unlocked with Tines.
SOLUTION
Led by our brand narrative "A tool for every story” the identity system is formed around the idea that an empty page represents the freedom & unlimited potential of automating everything you can imagine, by building a story out of just seven types of Actions.
Inside Tines’s product, this page is the story board - represented by a dotted grid. We used this central motif and turned it into a dynamic framing device that becomes a visual tool & identifier for the brand. The flexible, bold colour system and use of button shaped control elements indicate actions being assembled into workflows that enable a wide range of storytelling possibilities and brand expressions.
A comprehensive illustration system was developed that visualises the complex, more abstract concepts of security automation through playful stories and symbolism.
Scaling the system to all touch-points resulted in a updated website, content hub, marketing templates and a more immersive product experience with joyful brand moments.
