New visual identity
We started the process by conducting market research to define Haystack’s competitors and target audience, aligning expectations along the way. The initial research helped guide the conceptualization and collaborative approach to develop the new Haystack brand and visual identity.
We aimed to convey their personality through visuals – that’s why we created a clean, simple yet sophisticated, and ownable identity. Haystack team had an idea of an ideal mark from the beginning – that’s why we proposed a solution based on simple geometrical shapes that leverage negative space and evoke the purpose of the platform; creating a shared culture in one place.
We’ve defined a very ownable and expressive colour palette, reflecting our commitment to bringing teams closer together. We used more natural colours, combining light and darker tones to provide depth and maturity to the brand.
We used a simple, geometric yet dynamic sans serif typeface to complement the Haystack platform perfectly and offer flexibility and consistency across all touchpoints.