The Stakeholders: Fathym C-Suite and Board of Directors

The Mission: Completely re-build the Fathym brand, which was stale and too tied to the Internet of Things. Then build a brand guide for internal use.

End Users: The Fathym Team

#1

It all starts with an idea…..

I went back to when we had named Fathym and looked at my vision boards from back then.

Fathym. To Fathom. To imagine. Depths. The Sea. Creativity.

With my team’s help, we eventually landed on the Octopus. A creature from many fathoms deep that sparks the imagination.

#2

Hiring the Designers

I was in Berlin building’s Fathym’s satellite office when doing this brand redesign. I knew this was a city full of creativity and found two local designers to help.

#3

Overseeing the Project

With my designers on hand, we built an aggressive timeline. The project needed to be completed during my stay in Europe. We met nearly every other day to refine designs and review progress.

#4

Building Out Assets

Together we created not only the logo, but a brand guide complete with fonts, a color palatte, voice and tone.

#5

Going Public

Our team loved our new brand identity. User tests had gone well. The team nicknamed our mascot “Thinky” the Octopus. We were having fun using it in designs. But I was nervous to release it publicly - it was so different than the “safe” logo we had before.

Luckily, it was a hit! Thinky and the brand guide I created are still in use today.