Roostr Brand Identity

Jo and Jacky reached out to me because they needed a no-frills, professional brand identity package for Roostr. They needed a logo, color palette, and a set of basic assets and guidelines to launch the brand on social media, finalize their product design, and increase the chances of getting their incubator application accepted.

I had my brain firing on all cylinders following Jacky across spreadsheets that looked like The Matrix’s raining code patterns to me, all while he patiently explained the technology’s capabilities in terms my little math-averse brain could grasp.

The value proposition was immediately clear. By helping enterprises make sense of their data, Roostr's decision engine has the potential to revolutionize the industry by making data teams redundant, and one day, it could eventually be running your entire business. 

Roostr's customers range from YC unicorns to publicly traded companies. We wanted to communicate the cutting-edge nature of the product without alienating people or scaring them off, all while elevating ourselves above the noise of the dozens of AI companies popping up left and right at the time.

We explored a few creative directions and landed on a sleek, data-inspired identity that blends modern typographic choices with sophisticated shades and vibrant contrasts. The bold, ultra-minimalistic, yet approachable icon inspired by the humble spreadsheet cell, the waving flag of the revolution, and a set of building blocks is juxtaposed with a geometric logotype with just the right amount of futuristic flair.

As part of the project, we explored what the new brand might have looked like when applied to the product UI.