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Sudolabs Brand 2.0: Every rebranding needs a strong reason from inside

Sudolabs was established in 2017 with a clear goal - to deliver high-quality code using modern technologies. Since then, we went far beyond that. Significant strategy change was the start of our transition from software agency to product building powerhouse. The feeling that the old brand is not progressing with us, led us to a decision.

6. 11. 2021

Laura Gerendova

Sudolabs was established in 2017 with a clear goal - to deliver high-quality code using modern technologies. Since then, we went far beyond that.

Significant strategy change was the start of our transition from software agency to product building powerhouse. With tech experts and product enthusiasts on board, we are ready to build complex digital products that disrupt industries.

By adding modern product management techniques to state-of-the-art technology, we provide end-to-end solutions to our clients. The feeling that the old brand is not progressing with us, led us to a decision. We approached More Design studio to develop a new branding strategy.


,,Every rebranding needs a strong reason from inside of the organization. In this case, it was the rapid growth of the company and new global ambitions.”


We approached More Design studio to develop a new branding strategy. Martin Kossuth, Co-founder of the studio & designer led the whole process of our rebranding: ,,Every rebranding needs a strong reason from inside of the organization. In this case, it was the rapid growth of the company and new global ambitions.”. After more than 6 months of brainstorming, sketching, and iterating, we have come to the new Sudolabs brand identity. Now let's jump into the details.

The Challenge

Interaction with us, Sudolabs, means professionalism, credibility and technical precision, yet at the same time innovation, creativity, and start-up vibes. The main challenge was to find the right balance as the visual languages of these values are often contradictory. More Design managed to create designs that included these features.

First visual identity went wrong …

After the initial workshops and interviews, it was finally time for the first design system proposals! But something didn't feel right. The core idea of the brand and its design representations did not fit. We were one month deep into the consultations with seemingly no result.

The discrepancy between the brand concept and the designs brought even deeper reflections in the Sudolabs team about who we are and where we want to be.

So who are we, really?

Our core is technology, but we do not stop there. Employing state-of-the-art product management techniques, guiding our clients throughout the process of product building, fine-tuning the technical specifications, and preparing clients for rapid growth is an important part of our customer experience.

Our passion for digital products and expertise in technology resulted in prosperous long-term partnerships with clients that disrupt industries. An this doesn't necessarily mean only start-ups, but also well-established companies that want to push boundaries. This was already happening in Sudolabs for some time and we needed to start communicating this.

The third time is the charm: Sudolabs new brand identity is done right.

After we thoroughly defined the values we want to have visually expressed, we have finally got on the right track.

,, Their values are the essence, which defines the development of every digital product. Digital products are evolving in time and are never finished. Their creation is a series of activities, which are continuously improving the product. In Sudolabs, this process covers everything from product definition to implementation and validation. Validation allows the products to grow and scale even further. This is Sudolabs inside out.” - Martin Kossuth, More Design.

,, In the visual identity, this is manifested in the sinusoidal composition of the letter "S," which contains all the phases of software delivery and represents the company's essence. The gradient symbolizes energy and focus that is not constant during development and has its dynamics. The pulse, which is not fragmented but connected in one chain symbolizes the repetitive and related activities, which at the end leads to growth - the success of every product Sudolabs builds.”

Results

We added the S symbol, which defines the development of every digital product to our logo. This visual element connects the philosophy and brand core to the logotype.

The key visual element has also transformed into a pattern, that connects the brand across the web and social networks. The pattern symbolizes motion - heartbeat, pulse, the sense of building, and iteration in time. The visual tone of the new brand is technical, smart, and precise.

The Sudolabs web page has undergone major changes, not only in terms of visuals but also in the way we communicate. We started to emphasize added value we can provide to our customers throughout every stage of digital product building.

Color pallet consists mainly of white, dark purple, and bright red - which brings passion and drive. We play a lot with the gradient in headlines, which emphasizes the sense of motion and again connects the philosophy of the brand with visual presentation.

The new brand identity is consistent across social media accounts as well. With social media templates, it's easy to keep the post clean and connected with the brand. We are still working on some changes to the website, also we plan to unify the communication and content in the upcoming months.

Sudolabs is always evolving

Sudolabs is always evolving, so is our brand. There will be some changes soon or later, yet with cooperation with More Design we were able to create a solid foundation for a brand, that can be modified in time, yet still reflect the same values and vibes. We hope you like our new brand. If you would like to provide any feedback to us, don't hesitate to reach out.

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