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.
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 three 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.
First Round of Ideation
Our first round of ideation began with three 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.
The Refinement Process
Of the three 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.
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.
Through our Brand Support offering, we were able to offer Illoominus the assets needed to implement their new brand. Wereskinned existing key pages to establish an on-brand visual web experience. We also made a one pager and an illustration for the employee journey.