Studio Slancio Studio Slancio

Guidelines

Dodge Construction Network

Dodge Construction Network, or simply DCN, is one of the biggest resource for people working in the commercial construction industry. It offers data, analytics, insights and generates industry-spanning relationships between contractors. The DCN group is formed by the merge of four companies, each leading their area of expertise.
Our task was to name and develop the brand for the holding company and each sub brand, develop launch and long term strategy and to build the whole identities and expression system.

Google

In 2022, I collaborated with my team at VSA Partners to develop a long-term strategy for Google’s retail team. Our goal? To keep Google’s Retail Sales Associates passionate and engaged throughout the years.

We started by identifying key seasonal moments – back-to-school, graduation, Halloween, holidays, and more. For each moment, we planned a series of digital assets to keep associates motivated.
Next, we created a comprehensive brand guideline system. This ensured consistency across all digital assets, including typography, illustration, product photography, color palettes, skin tones, and iconography.
Finally, we brought the seasonal moments to life! Using custom illustrations and product photography, we designed engaging scenes and vignettes for each period. These visuals were then translated into various formats – banners, wallpapers, social posts, custom icons, and supporting materials – to create a cohesive and impactful campaign.

Spring Health

Spring Health was founded with a clear goal: to make mental healthcare accessible and beneficial for everyone, regardless of background or current situation. They achieve this by matching clients with qualified professionals who can provide personalized and effective solutions.
Our challenge was to create a unified brand identity that reflected the balance between expertise and warmth. The key was to bridge the gap between their data-driven, clinical approach and their desire to be approachable and empathetic. This would build trust with a wide range of potential clients.
Our solution was a brand system that evokes feelings of security, connection, and determination to move forward. The core concept is “precision with humanity,” which reflects Spring Health’s commitment to both effectiveness and compassion.
With a close collaboration with their internal team and the foundry Dalton Mag, we developed a custom wordmark and a symbol that captures the ideas of listening, growth and new beginnings.
We also developed detailed art direction guidelines, a versatile library of graphic components, and a carefully chosen color palette. These elements work together to communicate Spring Health’s honest and engaging brand story. This story openly addresses mental health and emphasizes its crucial role in overall well-being.

Ultimaker

3D printing leaders Makerbot and Ultimaker joined forces in 2021 with a shared mission to shape the future of manufacturing and product development. Taking the Maker from the Makerbot name and the Ulti from the Ultimaker name, they chose a master brand name: UltiMaker.
We defined their new brand architecture and product portfolio structure, developed a brand strategy and created an evolved visual identity system, honoring both Ultimaker’s and Makerbot’s spirit and legacy while heralding the dawn of a new era.
In designing the new identity, we created a flexible system that could work for both brands. Our new logo takes inspiration from the forms of the hardware and mechanics of 3D printing, with a shape that can look like a U and an M. Rounded corners from the symbol are echoed in the wordmark, which features contrasting corners in its letterforms to convey the balance of fluidity and precision.
The new brand identity features a flexible color palette that honors both the red and blue of the portfolio, and secondary palettes to modernize the brand and provide space for future iterations. We also developed a type system and provided detailed layout principles for enduring brand evolution.

Hitachi Vantara

Hitachi Vantara is a global leader in solid data infrastructure, intelligent data management, and AI-powered hybrid cloud solutions. The company engaged Moving Brands to revitalize its look and feel, reimagine data visualization for its audience, and establish a robust verbal and visual identity.
Our team initiated the project by conducting in-depth client interviews to comprehensively understand Hitachi Vantara’s mission, target audience, and expectations. This foundational research culminated in a robust narrative framework encompassing brand positioning, story, tone of voice, and audience personas.
With a solidified strategy and brand foundation, we embarked on the creative phase, exploring diverse design territories and potential solutions. While the core brand elements—logo and primary colors—remained unchanged, our team focused on developing a comprehensive design system within these parameters. This involved expanding guidelines for existing assets, creating fresh brand elements informed by strategic insights, and introducing innovative design components.
We enhanced guidelines for the Hitachi Vantara logo, defining clear usage, placement, and color combinations. The color palette was expanded with secondary tones and gradients, and typography was refined by specifying the primary typeface and introducing a complementary one. Additionally, we established art direction principles to visually represent brand values through photography.
New design elements and guidelines introduced iconography, a grid system for icon development, and a flexible modular layout for consistent application across platforms. A groundbreaking addition to the system was a 3D graphic language. Collaborating closely with our 3D team, we created a cohesive system utilizing materials and shapes to represent Hitachi Vantara’s data offerings.