Since 2008, Contemporary Analysis has been using data science to help companies succeed. They take the data that a company has accumulated
and then – using dark magic that is incomprehensible to the majority of the population – provide their clients with highly accurate predictions as to what is likely to happen next. Because of the level of understanding we developed in their business while designing their client portal, it made sense when they
asked us to help better explain what they do through an identity refresh and
a new website.
The real problem with CAN’s existing identity was that it didn’t show who they
truly were as a company. In addition to trying to sell themselves as something they were not, it was unclear exactly what predictive analytics was and how it could help your company.
To alleviate these problems we worked with our own Rainbow Rowell to develop a brand story to define not only what Contemporary Analysis does, but why they do it, and why they are so passionate about doing it. This document was our cornerstone as we moved forward in the redevelopment of their brand. We needed to show that they were smart, approachable, passionate individuals that would take your complicated business problems – and your piles of data – and develop simple custom solutions to fit your unique needs.
To develop the brand visually, we took those same principles – approachability, passion, intellect, and the idea of making the complicated simple – and boiled them down into bright colors and literal shining gems of information. These represent the insights CAN is able to glean from their clients’ data, as well as the five business functions they service – sales, management, customer service, strategic planning, and marketing.
From there, the next step was to make sure the information they presented
was clear, concise, and easy to read. One of the major problems in predictive analytics is that most people don’t even understand what it is. To combat this, the guys over at CAN had already begun to publish a large amount of blog posts and other literature to explain what they do. We told them to keep up the good work and provided them with type styling (and a blog) that is especially formatted for extended reading. They are thought leaders in their field;
they needed the opportunity to showcase that.
Working with CAN has been an exercise in how the complete understanding
of the problem allows for a design that accurately reflects the true identity of a company, and allows for real design solutions.