SWAPPS is a company headquartered in Miami, USA, and Cali, Colombia. They’re a tech consulting firm, specializing in high-performance software, apps, and web projects for companies across various industries. Celebrating their 10-year journey, we were inviting to help craft their new brand identity and build a narrative around their commitment to excellence in service.

Focus

We revamped the logo, co-created the brand DNA, and brought the project to life with a visual identity that empowered the organization to strengthen its communication with its B2B clients.

Software, Webs and Apps, that’s what swapps stands for. The original identifier aimed to express the idea of speed, as the word implies, at least in the Spanish language, with an orange S-shaped icon, closely associated with the creative world.

For the redesign, we focused on strengthening the acronym, with each letter in lowercase, and sought gestures within the word that would build meaning based on the results of workshops with the company’s team.

This led us to create a fresher image, projecting ourselves as recognized for our own developments in the very near future. Therefore, the system’s “look and feel” needed to resemble more of a startup rather than a dull software house.

We always emphasize every time we’re about to build a visual identity. It’s not just about making brands for the sake of it; it’s about creating an ecosystem that allows everyone interested in the brand to be aligned with the business’s expectations and goals.

That’s why we conduct a series of workshops and collaborate with the communication team to craft the verbal identity and brand DNA, building a framework that enables them to validate each step they take regarding their communication management.

We ditched the dull, sad, boring orange.

We dove into a palette inspired by the graphical universe that programming software offers, both visually and textually.

We chose LIME as the main color, complemented by a deep blue and an additional palette with some vibrant tones, used sparingly in small touches to avoid overwhelming the composition.

We based its development on 4 pillars:

Scalable

Easy to deploy across any medium or format.

Expert

It should convey seriousness, trust, and rigor.

Innovative

Keeping up with the pace of business transformation.

Finally, we complemented the color with graphic elements inspired by source code characters, which appear as containers, backgrounds, and in very specific ways to reinforce the idea of technology within the communication.

… And Pepe the cat, of course, our honorary CEO, makes appearances at key moments to accompany.

From digital to the physical world. We transferred the identity system so that the internal team at Swapps could gradually implement it and gradually unify their language.

From social media posts to onboarding process stickers within the organization.

And of course… the BRAND MANUAL, which you can visit here.