Estara are data experts that help companies analyse the quality of their advertising in mobile apps and games using AI and a unique model; they aim to solve different problems. I was asked to develop a brand identity that reflected the ‘deep technical expertise’ and communicate a trusted approach and a smart solution. The brand identity needed to be technical, confident, and have a smart, thoughtful concept that reflects the business’s approach. Visit www.estara.ai

The brand identity design

The brand identity presents a modern and technical approach that aims to provide a point of difference against their competitors. The icon presents an ‘e’ shape using the idea of complex data that swirls into a focal point in the center. The focal point is an eye shape reflecting the forward-thinking vision and focus on providing technical expertise.

Colours and fonts

Through early discussion, there was a conscious decision to take a different approach. Therefore, we decided to look at fonts and colours that are different from what their competitors use but also still reflect the direction and ethos of the brand. The serif font was chosen because it provides a sense of excellence and authority as well as building a sense of trust. The colours then offer a modern and gamified approach to go with their innovative service.

Brand structure and layout

We wanted to create a simple structure for the brand, as it is in its infancy. Therefore the icon is

Matt provided us with thoughtful and professional brand advice. He was thoughtful in his approach, adhering to the spirit of the brief, but also using his initiative and experience to differentiate us from our competition. We’re very pleased with the results and would warmly recommend him to other small businesses looking for branding guidance and assets.

Atiyo Gosh, Founder of Estara