DISCO Brand
Overview
Founded in 2012, DISCO is a legal technology startup that focuses on corporate ediscovery software built on modern cloud technology, making it faster, easier to use, and cuts out middlemen that slow down the process of delivering legal outcomes to clients.
I joined DISCO during the startup phase as their head of graphic design for marketing, where I led the company in a complete redesign of the visual identity and brand strategy.
Creative concept
I began by conducting an extensive interview process with the founders and executive leadership of DISCO to understand what these stockholders felt made DISCO special. These interviews included an activity to define DISCO’s core brand attributes, a set of adjectives that, when combined, express the essence of the brand. With the core brand attributes in hand, I conducted a comprehensive audit for the competitive landscape and how DISCO’s current brand activities fit into it.
I chose Proxima nova as the primary brand typeface for friendly geometric sans serif design, proving to be a highly versatile workhorse. Next, I developed a bold nad vibrant color palette that was set off by a range of midnight blue tints and shades that worked as the neutral background for all designs. These elements alone were enough to set DISCO apart from the competition, but I also had plans for using the geometry of the circle square from DISCO’s logo to bring true originality into the brand design.
Art direction
Taking inspiration from the circle/square of the logo, I developed an illustration style that created abstract scenes from geometric shapes. When rendered in DISCO’s unique color palette, these visuals were unmistakably DISCO and truly set the company apart from a sea of competition.
