Next generation computing

Reframe is more than just another app or gizmo, it represents the next generation in computer science as the world’s first ‘Organised Work Environment’. The platform ‘reframes’ how we work with computers giving back control of technology so we can think clearly, be more creative and (especially) happier with our work. Reframe works by seamlessly aligning operating systems, apps and software with how we naturally think and work by creating workflow ‘streams’.

A global paradigm shift

We were approached to create a brand strategy and identity which would reflect the paradigm-changing nature of Reframe. As “the world’s first” it was clear from the outset we had an opportunity to shape the sector and define its language and symbolism.

We devised a vision which would help Reframe become an integral part of all personal and enterprise computers. We considered the experience given to people and built this into the attitude of the brand with a commitment to constant innovation and leading the sector.

Our new brand strategy spoke to both an external and internal audience, enabling momentum and conviction with the new brand. Everything was driven by the key product characteristic of ‘streams’ and how Reframe can “Make Work Flow” for people.

Discreet simplicity

The new logo struck a delicate balance between impact and discretion; to cut-through visually complex work-spaces whilst being sympathetic with many different platforms and software environments it would be used within. As such, the icon was designed to work at extra-small sizes; within the Reframe platform, operating systems and user-interfaces.

Streaming consciousness

The new brand was conceived to be adaptive, flexible and simple; a colourful, optimistic identity which conveys dynamic, animated flow. After a wide-ranging creative exploration we selected the monogram ‘R’ concept (which we call the “Flowgo” icon) which consists of three ribbon-like shapes which fold back on each other to dramatise how the Reframe platform ‘streams’ ideas and workflow. The new identity repositions Reframe as confident and powerful, compelling and straightforward, not esoteric, intellectual or complicated. It is both timeless and modern; feeling ahead of the curve, without being trendy or fashionable.

The project outcome

Our new brand identity was successfully launched, along with guidelines and other materials. As the platform itself develops, we continue to work with Reframe to ensure branding and application is both on-point and aligned with product trajectory.