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Illoominus is a data analytics and insights platform designed to empower the 89% of U.S. companies that currently have diversity, equity, and inclusion (DEI) commitments.

By centralizing inclusion data from across existing software tools, Illoominus is able to drive efficiency with automated reporting and equip HR teams to glean insights without needing other resources.

Illoominus is ready to make an impact in the DEI space for organizations, and with such an important mission, they needed a brand that booms.

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Baseline Evaluation

Illoomi­nus’ pre­vi­ous visu­al iden­ti­ty did not por­tray the grav­i­ty of what they’re accom­plish­ing: empow­er­ing orga­ni­za­tions to take action­able steps toward improv­ing their diver­si­ty, equi­ty, and inclu­sion. Illoomi­nus’ plat­form pro­vides HR pro­fes­sion­als with a sin­gle source of truth for col­lect­ing, imple­ment­ing, and mea­sur­ing DEI ini­tia­tives. Appro­pri­ate­ly, Illoomi­nus iden­ti­fied their brand attrib­ut­es as Encour­ag­ing, Pow­er­ful, and Insightful.

After an audi­ence and com­peti­tor analy­sis, it was time to devel­op a visu­al strat­e­gy to help the brand stand out in a crowd­ed mar­ket. We cre­at­ed mood boards based on Illoomi­nous’ brand attrib­ut­es. The Illoomi­nous team aligned on a direc­tion, cul­mi­nat­ing in iden­ti­fy­ing the Sin­gle Most Impor­tant Thing to get right in their visu­al iden­ti­ty: Sim­ple. Soul­ful. Solved.

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First Round of Ideation

Our first round of ideation began with a few visu­al con­cepts: Lampyris,” Thor­ough­fare,” and Day­break.”

Inspired by fire­flies light­ing the night sky and illu­mi­nat­ing a path for­ward, Lampyris” rep­re­sented the role that Illoomi­nus plays in the DEI HR land­scape. The design in Thor­ough­fare” was inspired by wind­ing roads, sym­bol­iz­ing a busi­ness’ jour­ney to DEI suc­cess with Illoomi­nous to guide them. Final­ly, Day­break” was the most on-the-nose con­cept, rep­re­sent­ed by a sun­rise-inspired mark.

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The Refinement Process

Of the pre­sent­ed con­cepts, Lampyris” won out. How­ev­er, the Illoomi­nous team res­onat­ed with the sto­ry­telling behind the wind­ing visu­al lan­guage ele­ment from the Thor­ough­fare” con­cept. We were able to apply ele­gance and abstrac­tion to the unique wind­ing flight pat­terns of the fire­fly, cre­at­ing a scal­able visu­al lan­guage ele­ment that still ties close­ly to the brand’s mis­sion. With this new cen­tral­ized visu­al direc­tion, Illoomi­nus was well on its way to its final­ized brand.

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Refining the firefly mark

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Brand Style Guidelines

Based on feed­back, we shift­ed the col­or palette to be ground­ed in a dusty navy col­or that we dubbed Gen­tian, after the blue flower. The col­or fam­i­ly now had a bal­ance of light and dark, cool and warm, and bright and sub­dued. This cre­ated a well-round­ed brand col­orscape that feels more rep­re­sen­ta­tive and inclu­sive. Each col­or received a new moniker inspired by flow­ers and fau­na. This was yet anoth­er way to high­light Illoomi­nus’ com­mit­ment to growth.

Uti­liz­ing GT Alpina as the type­face for the logo­type was an easy choice. It has the friend­ly yet refined air that we were look­ing for with the Lampyris con­cept. The logo­type felt mod­ern but endur­ing, fresh but time­less. We also want­ed to off­set the rec­ti­tude of GT Alpina by inject­ing some casu­al­ness into the brand. GT Wal­sheim is famil­iar in the tech land­scape, but it isn’t over­done. It con­tains the per­fect amount of leg­i­bil­i­ty and pre­ci­sion to act as the brand’s sec­ondary typeface.

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Brand Support

Through our Brand Sup­port offer­ing, we were able to offer Illoomi­nus the assets need­ed to imple­ment their new brand. We reskinned exist­ing key pages to estab­lish an on-brand visu­al web expe­ri­ence. We also made a one pager and an illus­tra­tion for the employ­ee journey.

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Speaking with everybody on your team, it feels like you’re rooting for us to succeed - which we will! But having different members of your team be like ‘what are the other things we can be doing to help you and support you?’ - that makes a big difference right now at the stage that we’re at.
Noelle London, Founder + CEO, illoominus
We’d love to hear about your brand and business challenges, even if you’re not sure what your next step is. No pitch, no strings attached.