Talend is a world leader in data integration based in Silicon Valley. I was asked to help reposition the brand strategically and evolve its identity. Finding the core Talend story was imperative in order to establish a strong visual foundation and rid the brand of its confused and convoluted messaging and visuals.
In today’s world, data integration is not just about collecting and gathering information, but it is about having a single tool at the center of all business operations that allows maximized efficiencies of unthinkable speed, and provides an unmatched confidence in decision-making.
The Talend story is about being at the CENTER of all operations and about providing confidence of clarity through knowledge in an increasingly uncertain, chaotic world.
Visually, this is expressed through a rigorous commitment of the new circle logo to a central position on all assets. The no-frills logo itself is the ultimate core asset: A simple circle with elegant, timeless typography. The messaging was streamlined to highlight the product’s impressive outcomes in a direct ‘challenge vs. solution’ framework. The goal was to give form to the complexity of data input and to quickly communicate business advantage. The product (including the flagship product “Data Fabric”) connects to the brand story by ‘zooming’ deeper into the Talend promise and thereby unpacking features and suites.