Tango

Tango makes process documentation easy, but what does it symbolize? We helped the team anchor to a deeper point of view, beginning with Brand Strategy. Tango identified the Mentor as its archetype and its attributes as Effortless, Approachable, and Focused. Together, these inputs painted a picture of a brand dedicated to nurturing knowledge sharing by making it fun and simple to do so.

Our competitive landscape review revealed a sea of cool color palettes, sans-serif typefaces, and product-centric messaging. Tango had ample opportunity for distinction with a warm color palette, custom illustration, and emotionally resonant communication.

As an early-stage company, Tango first needed to articulate a brand positioning beyond its product: to empower users to continuously improve themselves, their teams, and their greater organization. We then worked with the crew to capture the heart of the brand via new purpose, mission, and vision statements.

Just as important as what to say is how to say it. This comes through in voice and tone. Tango’s voice qualities were defined as Transparent, Encouraging, and Clever & Cool — characteristics that were as authentic to their team as they were to the technology.

Closing out the verbal identity portion was a brand story, which revolved around a central concept: “When you eliminate wasted time, energy, and mental space, you reclaim creativity, collaboration, and contribution.”

From the very first design round, the team latched onto a custom, script-based logotype. Balancing fluidity with legibility, the logo was inspired by the idea of flow state — a place of focus where distractions are silenced and ingenuity can flourish.

We couldn’t overlook the obvious: Tango’s visual language had to dance. Smooth, ribbon-like graphics conveyed moving from step to step, idea to idea — effortlessly and in sync. The visual language has no interruptions or hiccups, using gradients to seamlesslessly transition from one color to the next.

Tango’s previous primary brand color was orange. For the rebrand, we kept this core color because of its distinctiveness and energy, but softened it to bring approachability into the fold.

We chose Tiempos Headline to show professional maturity while remaining welcoming. Aperçu was selected as an all-around workhorse typeface. This character-rich type family displays ownable and somewhat quirky letterforms.

Our UI work began with connecting customer needs to company objectives, first through content briefs and then through low-fidelity wireframes. Next came high-fidelity wireframes to establish the general look and feel. Finally, our brand writer and designer tied every element together with new page designs, fine-tuning the details with the Tango team along the way. With a simplified site architecture and easy-to-navigate layouts, Tango’s UI delivered effortlessness throughout the digital experience.

Tango needed to focus its energy on building the business. Our Brand Support team jumped in to take care of critical rollout needs ranging from pitch decks to branded illustrations.