That’s why we deliberately chose a calming, friendly color scheme and concept. We also wanted to make it easy for consumers to find and absorb information. Large, bold fonts with plenty of white space support easy content absorption with minimal cognitive load. Second, Wrike’s new look brings to life our overarching story: standardization + configurability = versatility. Standardization can take many different forms: process, workflow, automation, artificial intelligence/machine learning, scale, performance, and more. Configurability, in turn, represents the human aspect in the human-process-technology triangle.
The redesigned Wrike 4 brand In the brand system, geometric shapes stand for standardization and hand-drawn patterns for configurability. We bring these two elements together to present the relationship between technology and the customer’s desire for versatility in a clear, engaging way. Our ultimate Denmark Phone Number goal is to embed versatility in every detail of our design. And third, we wanted to find a tone, voice and visual language that would reach every type of consumer - from creative minds to technical experts. So our brand had to appeal to emotional-creative as well as analytical-logical types, and everyone in between. After all, the point of versatility is to meet the expectations of all target groups. I started my career as a software developer and then got into marketing.
In marketing I’ve dealt with a wide variety of audiences… IT, marketing, human resources, retail and more. I have learned that all these target groups have very different ideas and expectations. As a brand that serves a wide range of customers across all industries, departments and personas, we wanted to create an emotional connection with the more creative audiences, but also build instant credibility with the more rational consumers. These two sides are perfectly expressed in the combination of geometric shapes and hand-drawn patterns. The new visual identity includes richly detailed graphic and photographic material and a delightful combination of attractive colors, shapes and patterns that anchor our brand’s personality.