Comulate

“Belief Beyond Limits” became the central theme — or Single Most Important Thing (SMIT) — that Comulate and Focus Lab identified to drive the brand’s future. The theme emerged after a thorough evaluation of both Comulate’s goals and the company’s competitors.

As the brand work kicked off, the project team identified the need to craft a brand that went beyond its current limits, demystified revenue automation, and that would empower finance teams to be the heroes in their organizations. It was a challenging task to say the least, and one complicated by a competitor set featuring brands that had very cohesive visual identities. Still, we were able to identify areas where Comulate could distinguish itself.

For example, all competitors employed sans serif typefaces. And while some competitors used two colors and others used more, they by and large played it safe with their schemes.

Given Comulate’s desire to modernize the insurance finance and accounting ecosystem, we led the company through a brand attributes exercise that highlighted three key characteristics that would further shape the brand: Modern, Focused, and Sophisticated.

Automation. Agility. Focus. These inspirations are found within Comulate’s mark, which took cues from a spoke-like design and transformed into something iconic, with bolder, weightier strokes — and the essence of forces coming together to make something wholly new.

Complementing that synergistic force is a custom logotype, built using Oatmeal Pro and balancing a simple, clean aesthetic with a sophisticated, upbeat personality. Of note, our design team made unique modifications to both the “a” and “t” in “Comulate,” to create an ownable, all-lowercase logotype with even more distinction.

Comulate’s brand is anchored in a primary color palette that pairs a light and dark green — and a light and dark sand — with a gradient exudes energy and depth. A secondary palette of yellow and light blue establishes hierarchy throughout the brand, and the tertiary palette borrows from highlighter and pen hues to create eye-catching accents.

On the note of highlighters and pens, one of the most distinctive elements of visual language is markup graphic language. Drawing inspiration from the hand-penned checks, X’s, and other pen marks an accountant might use to mark up a sheet, the effect creates a human, empathetic touch that at once connects with Comulate’s target audience and communicates experience and trust.