SaSS Dashboard Analytical tool

I’m here to articulate my client's look and feel brand through a brand identity for a tech product that is not necessarily visual but saves their client money, and I think that’s important.

My first round of Design Directions is where I cast my widest net in the process. Each direction is rooted in the aligned-upon brand creatives to be discovered in the identity process, while each visual expression lands within different bands of that spectrum.

I’ll see these directions in hero website mockups for multiple brand touchpoints. These reference points convey my thinking, so please don’t take them literally. Website designs are to express the brand direction and shouldn’t be seen as what I will propose in the actual website design, which is its unique work stream.