Bluum | Naming & Branding the Nation's Largest EdTech Provider

No Limit Networking

FreeSpade is the social business club that empowers members to create a bolder, more authentic world on their terms. Between attendance rules, forced events, and sleazy small talk, traditional networking can feel like a race to the bottom. To give it new meaning, we created a brand that transcends schmoozing and card swapping for a truly elevated experience.

A gateway to the finer things in life.

FreeSpade's 3D metallic mark combines three spades symbolizing the platform's three core functions: tools, resources, and people that help members connect, grow, and thrive.

Made to Move

FreeSpade was designed to help go-getters win in every aspect of business and life. A comprehensive library of branded crests, UI design systems, and motion graphics allows FreeSpade the flexibility to scale with the company's growing ventures and sub-brands.

Our approach

The former Terkel name had a strong story, and it sparked curiosity. Unfortunately, it also caused a lot of confusion and conflict. The change to Featured was part of the strategy to instantly clarify the brand's primary benefit.

We felt a sense of importance to keep the brand language straightforward yet still relatable to the needs of our diverse audiences, consisting of thought leaders, publishers, and investors. This led us to a tone of voice called "Delightfully Direct."

The logo

Featured is a place for experts to share their words of wisdom, and for publishers to get quality ready-to-publish content. The Quote & Cursor brand mark gives users a sense of familiarity by incorporating symbols found in their day-to-day tools.

To ensure this mark was versatile enough to work alongside any publisher’s brand, we paired it with a custom editorial-inspired wordmark.

Visual identity system

Recognizing the pivotal role of human insight in today's tech-driven era, we crafted an identity puts the emphasis on the true magic of Featured – the passionate people fueling the platform's success.

Party in the front. Party in the back.

When it comes to SaaS technology, there's nothing that breaks a user's trust faster than a backend that doesn't live up to the hype of the branding.

In order to maintain brand continuity, and ensure a seamless customer experience, we designed a complete UI design system which we used for Featured's new website as well as their back-end user dashboard.

Instant ROI on branding

Within hours of a soft launch, the social sphere was flooded with fan feedback. All unsolicited and 100% positive. That's cause for celebration!

New name and brand architecture

Nationwide quantitive researchWe established a simplified branded house. By introducing a sub-brand for their enterprise consumers, we helped the parent brand zero in on their education specialty without alienating their corporate and government audiences.

A visual identity designed for growth

In order to match a company that is constantly innovating in the field of education, we developed a versatile visual language that can seamlessly fit into any context. Our color scheme draws inspiration from the interplay between natural growth and modern technology. Additionally, we incorporated a dynamic pattern system that takes cues from the geometry of the brand logo, allowing for endless creative possibilities.

Icons for just about anything

What started as custom icons for the Bluum's core values resulted in the development of a complete toolkit of hundreds of custom icons. We created a detailed set for icons that would be used in larger cases followed by a smaller scaled versions that would work in UI and mobile applications.

New brand architecture

One of the early challenges we needed to solve for was how the Android and Windows segments would work underneath The Intelligence umbrella. Swapping "The" of the parent brand with the platform segments allowed us to maintain the existing "Android Intelligence" namesake, while expanding into Windows and other theoretical segments to plan for future growth.

Our creative direction

The Intelligence takes great pride in providing a personable, practical, jargon-free approach to helping their readers understand and make the most of technology.

Much like a constant stream of falling digital Tetris blocks, the tech world is filled with a relentless flow of information. The Intelligence delightfully distills complex ideas down to their most fundamental forms, making it easier to put the pieces together and see the bigger picture.

Inspired by classic 8-bit video games, this new identity champions The Intelligence’s practical approach to simplifying technology with a dose of nostalgia and amusement.

A bright future ahead

When developing this new brand identity, we knew it was important to capture the enlightening, playful tone of the publication. Additionally, we wanted to pay homage to the original Android Lightbulb logo, which had become iconic to the brand over time. Combining both elements with a vibrant color palette, we created a dynamic logo system that serves as the brand's mascot, as well as a secondary mark for tight spaces.

You've got mail

Although the next generation of The Intelligence spans beyond email, we still wanted to give the newsletters the love they deserve. Using the same 8-bit inspired art direction we crafted two complete sets of email templates — one for free subscribers and another enhanced design system for Intelligence Insiders.

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A logo evolution that hits all the right angles

The AKOS logo and typeface were updated to make it more suitable for a development agency that provides sharp scalable solutions. The odd 45.5-degree angles of the container were refined to a perfect 45 degrees, the unnecessary period was removed, and a custom upright typeface was introduced — allowing the mark to scale effortlessly to fit any space.

Systems that scale

The previous brand colors, fonts, graphics, and marketing collateral lacked consistency. We introduced a new primary and secondary palette that represented their team's value proposition and vibrant personality. Then we crafted an entirely new visual identity system using the geometry of the new brand mark.

Scrub smarter

SmartScrubs demystifies inter-department color coding, simplifies uniform management and streamlines the buying process in order to get healthcare pros back to their most important work.

A little bit tech. And a whole lot of fun. The new Smart Scrubs logo is delightfully simple and strong. The iconic lettermark is inspired by bright ideas and lightbulb moments — shining light on a new frontier in uniform management.

A visual identity system that celebrates simplicity

After extensive design exploration, we revived and expanded the SmartScrubs visual identity. Inspired by most popular scrub colors, we tested hundreds of options before landing on the final color system. The result is a versatile and vibrant palette that creates a sense of familiarity for industry insiders.

We then expanded the light rays from the 'Smart S' letter mark into a cohesive design system that injects a little fun and delights into an otherwise mundane and meticulous process.

SmartScrubs was hell bent on shaking up the category. To capture the brand's unconventional spirit we crafted a bold and delightfully unexpected brand experience. Colorful packaging, lifestyle imagery, and a friendly voice give the identity a warm heartbeat that everyone from healthcare administrators to heart surgeons can fall in love with.

In the know, and on the go

From admin and operating room to analog and digital, the new SmartScrubs brand is dressed to fit the needs of every occasion.

Laying The Foundation

We were captivated by how perfectly the Renaissance's approach aligned with their namesake – an era rooted in community, discovery, and continuous refinement. We sought to bridge the gap between the artistic vision and mathematical precision of the Renaissance way. This led to a concept we called The Art of Construction.

Renaissance boasts a keen ability to adapt to any job size or challenge. The Pillar of Excellence logo was meticulously crafted to transform in accordance with the Golden Ratio – a nod to Renaissance’s “Gold Standard” positioning and commitment to rise to any occasion. The new monogram was designed to stand alone or alongside the brand’s new wordmark – a customized variation of Canela by Commercial Type.

Pillars of excellence

Renaissance boasts a keen ability to adapt to any job size or challenge. Inspired by their versatility, we reimagined their existing R monogram to be just as dynamic as their skills. The Pillar of Excellence logo was meticulously crafted to transform in accordance with the Golden Ratio – a nod to Renaissance’s “Gold Standard” positioning and commitment to rise to any occasion.The new monogram was designed to stand alone or alongside the brand’s new wordmark – a customized variation of Canela.

Picture perfect culture

Custom photography helped convey Renaissance's dedication to excellence and artistry. We partnered with our long-time friend and brand photographer, Rachel Smak, to showcase the uniqueness of the only woman-owned construction company in the valley and distinguish it from competitors. These visuals added a personal touch to the website and boosted potential clients' confidence, enabling them to form an immediate positive impression of Renaissance's culture.

Reconstructing the Renaissance digital experience

For a brand where visibility is critical, a new logo would only be scratching the surface. We expanded Renaissance’s mark to build a cohesive visual system that shows up in strength on a website, a job site, and everywhere in between.

The Mechanics of Connection

PowerConnector is about one thing — connecting sales professionals with new prospects at lightning speeds. The systems automation also makes staying top of mind easier than ever before. During design our team explored many interesting avenues.The PowerConnector brand mark was inspired by the nut and bolt; a simple yet powerful tool that firmly holds things 1000x its size together. Within the logo you’ll find three prominent people in the forefront with three more hidden in negative space.

People Powered

In our discovery process, we identified that PowerConnector’s real competitive advantage was the passion of its people. Even though the system works like gangbusters, their real competitive advantage is their team’s genuine passion for helping businesses grow.

This valuable insight helped our team craft a complete visual system that captures the personality, professionalism, and fun-loving culture of the company. Then we implemented that system across every brand touch point for brand cohesion and consistency. (Warning: Bad pun ahead)

From business cards and marketing collateral all the way down to a new digital presence, we connected all of the dots in their brand ecosystem.

A name and logo that makes you smile

The Red Rover name was inspired by the popular playground game and is a reflection of the brand’s values and value proposition.. In the traditional game, players link arms in a side-by-side line and invite others to “send someone on over.” The stronger the team, the more unbreakable the bond between players. Similar to the premise of the game, Red Rover software provides districts with great transparency, connection, and the ability to invite qualified substitutes over to fill an absence.

The Red Rover logo is an abstract, simple, and scalable icon that symbolizes an education professional who is open and ready to link arms with other professionals in their district.

‍Fun fact: If you put several icons side by side you can see the Red Rover line come to life.

A Warm Welcome

We profiled every Red Rover persona and mapped out a unique journey for each. From analog to digital, we created a memorable brand experience at every stage of the buying process.

Delighting Customers At Every Turn

We profiled every Red Rover persona and mapped out a unique journey for each. From analog to digital, we created a memorable brand experience at every stage of the buying process.

Inspired by connection and history

Deeper human connection and mid-century roots became the inspiration for the Bond brand design. Subtle Art-Deco styling and interconnected line work are sprinkled throughout the visual identity to give a subtle nod to the rich history of the Biltmore area and the value Bond creates for its tenants.

A logo system for building signage to mobile app and everything in between.

Bond is an office experience like no other. Packed with more hospitality inspired amenities than any other office building in the state, we knew this brand required a logo system that could go the distance.

With multiple gathering places within Bond's walls, it was key to bring them together in a way that felt cohesive with the Bond narrative, while allowing each sub-brand to tell its own story.

The Vault

Bond's private underground speakeasy invites members to discover the hidden treasures of deeper connection. Typography inspired by vintage safes carries the brand's story through the entire experience. The Key Master Totem logo plays off of the space's exclusivity while giving a subtle nod to the building's Phoenix location.

Cultivate

Cultivate is a fresh approach to in-office dining rooted in team camaraderie. Its wordmark uses leaf-inspired angles in an art deco style to symbolize organic eats and budding connections. A garnish-inspired pattern system gives every application a fresh finish.

Our approach

Today's schools and educators encounter diverse cultural obstacles on a daily basis. Propello assists them in confidently navigating contemporary curricula. The brand embodies the Explorer archetype and strives to rekindle a love for learning among both teachers and students. Inspired by the brand’s name, childlike curiosity, and passion for new possibilities, we discovered the brand’s creative platform; Sky’s the Limit.

We leaned into light-hearted imagery and color branding to soar past the competition and land the brand securely in the minds of its target audiences.

A signature Propello Purple palette captured attention in a market of institutional competitors, sparking wonder and whimsy in every user. Imaginative, outcome-focused language carried the brand’s story through every step in the customer journey, while dynamic patterns & hand-drawn elements kept the focus on a higher trajectory.

Designed to delight at every destination

The US market is Propello’s first stop in a journey to become the global standard for educational curricula. From typography that adapts to almost every language, to universally accessible platform colors and design elements, every detail of this visual system was carefully crafted to set the brand up for long-term success.

A new, friendlier, face

Quick fixes don’t work. Sustainable habits do. The creative direction of their new identity focuses on the journey Faceology empowers patients to take.
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A vivid color palette champions their brand’s bold personality and passion for the field. Soft, connected, graphics help to illustrate the exercises in an approachable, fun way, conveying Faceology’s commitment to making high quality care simple.

Social anxiety is the world’s worst pregame.

Guestie makes events more fun by automatically connecting people before a party and eliminating all the "guest work" off the party hosts plate. Channeling our creative concept of Celebrations Without Strangers, we coined the name Guestie to honor the platform's superpower — transforming every guest into a bestie.

A logo and identity that needs no introduction

In creating the new Guestie logo we saw a fun opportunity to utilize it to highlight the platform's features in a delightful way by transforming it into the brand's mascot. With moves like Jagger, Gigi gets down with every feature of the Guestie platform.

We continued the party by pairing this dynamic mark with a bokeh layered graphic system, jewel tone gradients, and imagery so energetic you can practically hear the music playing.

Wingman in the palm of your hand.

To ensure delight at every touchpoint, we seamlessly expanded the visual identity into the product's mobile UI and web application.

A symbol of change

Most insurance brokerages favor the few carriers who pay them the most. In contrast, EBI leaves no rock unturned in order to find the perfect benefits solutions for the needs of its clients. Similarly, we designed over a hundred logos until our quest led us to our final destination. The “Benefits Compass” logo symbolizes expert guidance and EBI’s deep commitment to connecting every client to better benefits. The circular assembly also represents global reach–an abstract nod to the globe in the old logo.

Benefits you can feel at first glance

The art direction for EBI's visual identity is inspired by their willingness to go beyond just providing insurance and more about the time they spend guiding and connecting each client to a better solution for their specific needs. Their new signature color palette is evocative of their compassionate approach to employee benefits. The earthy greens are trustworthy, humble, and gentle. And like fruit on a tree, the red accents draw our eyes to the important things that help nourish us or require our undivided attention. We selected imagery with gentle warm tones and neutral colors; opting for “real” friendly people working in casual environments and avoiding photography that is overly serious, arrogant, masculine.

Layout Design System

To further instill trust we put in place a simple layout system that provided the EBI team structured guides that allow for consistency across their marketing touchpoints.

Our challenge

Architectural engineering isn’t known for being experimental. After all, even the tiniest overlooked detailed could be hazardous and sometimes even fatal. However, the team at Ardebili doesn’t believe this should be a reason for an entire industry to stagnate. Our challenge was to help them communicate their progressive values while also maintaining the precision and quality that their clients depend on. We started by clearly identifying their purpose and put it into a clear and concise statements that everyone in the company can stand behind.

The shape of engineering

We crafted a dynamic visual system representing Ardebili's adaptability to any project's challenges while highlighting the organization's versatile capabilities. We gave each division of the organization its very own identifier, symbolic of the tools they use to create their magic.

A name that paints a picture

As a part of this project, Life Time LED desired a new name that was more experiential than their existing generic option LT-01. The challenge in naming is always discovering a unique name that captures the brand's essence but is also available as a trademark and web URL.

After weeks of exploration team was over the moon about Korol — a name that evokes the hypnotic reddish glow of their unique bulbs and appeals to their predominantly male demographic due to its sharp and short auditory inflections.

Unapologetically colorful language

Korol’s verbal identity is the foundation for which everything has been designed around and is a hybrid of both of its co-archetypes. The bold and confident copy is evocative of the primary “Ruler” archetype. And the witty humor brings out the brand’s “Artist” persona.

Our Approach

As the The Servant Achiever, Edustaff's purpose is to empower every district with the resources they need to thrive. We sought to find a common denominator between scholarly achievement, celebration, and the tools that give Edustaff districts a winning advantage. This lead to a core creative concept we called Graduating To Better.

A Logo With a Ph.D

The graduation cap proved a key element of their previous identity. We wanted to keep its essence because it rightfully symbolized Edustaff’s specialization in education and the success they help their districts achieve. The reimagined “Cap and Gown” logo is an abstract and geometric interpretation, better suited for today’s digital landscape.

Passing With Flying Colors

A new logo was not enough for Edustaff’s brand to cut through the industry noise. We kept the celebration going by infusing their signature blue and gold color palette with a fresh new energy. Then we amplified it with a vibrant expansion of new accent colors and a custom illustration style to give their brand room to grow.

A logo that puts buyers front and center

Three parties are involved in purchasing every new home; the seller, the broker/agent, and the buyer. Traditionally the process favored the seller and broker, allowing them to price gouge the buyer. Nu Home flips this archaic model by prioritizing the buyer. Sellers and brokers still profit, but it’s based on fairness and transparency — making the transaction a win-win for all parties.

Warm and Friendly is Just Our Type

Nu Home Connect needed a type combination that felt honest and sincere, but also communicated Nu Home Connect’s knowledge and dependability. The rounded slab serif displayed in Recoleta is friendly and inviting while Muli added the needed professionalism to complete the pairing.

Layout Design System

Real estate marketing requires a ton of marketing. To maintain trust and continuity, we extrapolated their new logo and used it to create a unique visual system that is threaded into every single brand touch point.

Neko, The Fortune Cat

The Maneki-neko, literally meaning “beckoning cat”, is a common Japanese figurine (lucky charm, talisman) which is often believed to bring good luck to the owner. We used this for inspiration to create our mascot, Neko. She’s a symbol of good fortune to all those who use Petista as a tool to grow.

A hand crafted logo

Tacos & Craft needed a logo that embodied their artisanal approach to Mexican cuisine. After dozens of hand-lettering explorations, we landed on the Tacos & Craft wordmark. This logo is refined yet delightfully imperfect, hinting at the personal touch and dedication behind it. The slight irregularities in letter spacing and sizing reveal a charming secret: this wordmark was created by hand, with lots of love and care. These imperfections make the logo irresistible, perfectly mirroring the authentic experience Tacos & Craft offers with every bite.

From Mexico with love

The minute the client requested a mural for this brand, we knew it had to be Jon Arvizu. Our instructions were simple — capture the heart and soul of Mexican culture and ingredients. We asked, Jon delivered and in the end the details were so delicious it was hard not to fall in love with each bite.

Restaurant design by Folklore Space

It's a real treat when we get to tag team with our sister studio. The talented team at Folklore to this brand and turned it into an immersive experience. The interior design blends modern aesthetics with authentic Mexican heritage, creating a unique fusion of trend and tradition. The space highlights a beautiful mixture of raw materials to pay homage to the natural ingredients that the earth has given to Latin cuisine. Explore the details of the interior here.

The name of the game

Formerly known as First Touch, Replay's world-class physicians work tirelessly to get athletes back in the game, as if the injury never happened. By understanding the brand's purpose and values, we created an evocative name that embodies these principles. The new name, paired with the tagline "Recover Like a Pro," highlights Replay's unique value proposition and promise to future patients — without the ick factor of its predecessor.

A logo with a competitive edge

Extensive research into the lives of athletes was conducted before crafting the logo and identity system. We immersed ourselves into their habits, mindset, and motivations to gain a profound understanding. Inspiration was drawn from the symbols and visuals that dominate their daily lives, culminating in the creation of the Replay Ribbon logotype.

The most electrifying visual identity in medicine

Replay's identity was custom crafted to highlight its uniqueness. A complete typeface, icon set, and way-finding system were designed, inspired by the Ribbon wordmark. The brand's exclusivity and prestige are represented by a deep black paired with an electric cyan that brings the knock-out punch and highlights the clinic's dependability and friendly care.

Urban eclectic meets the outdoors

We took our research all the way back to 1894 when Tempe was originally founded. We followed this up immersive workshops, interviews, and surveys with internal and external stakeholders of today's brand in order to understand the true essence of Tempe. In doing so, one core idea rose to the top — "Urban eclectic meets the outdoors."

Tempe is uniquely positioned at the heart of Arizona, specifically at the confluence of the nation’s fifth largest city and the magic of the Sonoran Desert. Outdoor recreation has always been an alluring aspect of this city. On the urban side, the destination has quite literally grown up in recent years. We set out to capture both aspects of Tempe.

The Bridge of Arizona

The new TT Bridge brand mark captures the essence of connectivity and discovery that defines Tempe. This abstract symbol represents Tempe Tourism as the gateway linking travelers to the city’s diverse experiences. It also reflects Tempe's dedication to bridging cultures, ideas, and communities—encouraging visitors to explore, engage, and connect on a deeper level.

A logo system tailored for local and national impact

We developed a versatile logo system featuring two interchangeable versions of the custom-crafted wordmark. One version was designed to establish a clear identity for locals, distinguishing Tempe Tourism from other similarly named municipal organizations. The second version was created to resonate with prospective travelers, ensuring clarity and recognition in broader marketing and advertising efforts.

Creating connection at every step

The brand mark is supported by a range of graphic elements that extend this visual narrative, including archways and patterns inspired by the architecture of the historic Mill Avenue Bridge. Additionally, a series of pathway designs reinforces the brand’s core commitment to connection, serving as a visual invitation for exploration.

Stationery that's not so stationary

Tempe Tourism is powered by a team of innovators who embody the city’s vibrant energy and diversity of thought and action. We carried this dynamic spirit through to every asset, including “not-so-standard” productivity, sales, and marketing tools, ensuring that the visual identity system stays as active and engaging as the team itself.

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