Relaunch Somnio with a re-energized brand expression that reflects its new mission and positioning.
CLIENT
Somnio
OFFICE
Austin, Texas
TYPE
Brand Redesign, Positioning, Messaging, Concepting, Internal Marketing Campaign
ROLES
Creative Lead: Caroline Schaffer
Design Team: Caitlin Hagartey, Caroline Schaffer
UI/UX: Caitlin Hagartey
Content Development: Rusty Boyer
Strategy: Monica Vicens
Video: Vince Penman
The Story Arch
Why
Deliver resonating experiences that have an impact
How
By challenging assumptions, our craft is guided by intelligence and empathy. We aim to understand the problem then dream and build the possibilities
What
We avoid random acts of marketing by helping our clients see through their customer’s eyes, then design our efforts to satisfy their needs, wants and expectations along the buyers journey.
The Brief
Basic
Customer
What moves them
Existing and prospect 500MM Tech and Heath Science companies:
CMOs: Need a partner with whom to execute quality digital campaigns that increase and convert qualified leads into revenue; raising their company’s profile, and their own.
CEOs: Seek a reputable vendor that can deliver quality with increased time and cost efficiencies that can drive revenue and raise their company’s profile.
Thinking: “I’m not satisfied with my existing work/agency, we’re missing the mark and losing clients”
Feeling: “I’m eager to start an agency search to find the best partner”
Doing: “Searching options online and asking industry/peer recommendations”
Intermediate
Competition
How we challenge the norm
Category Enemy: Product-driven, conventional B2B marketing efforts.
Somnio’s Enemy: Perceived as an unfamiliar player, with limited presence/limited capabilities compared to top 10 B2B list
Data technology today allows business to know, understand and solve their clients needs and expectations like never before. Somnio is living proof of this monumental shift as clients increasingly engage us for both our strategic thinking and our digital expertise.
Opportunity: Evolve from a tactical, product-centric digital agency to an empathetic, people-centric strategic partner that harvests audience insights to help clients see through their customers eyes.
Advanced
Conversation
How we break through
Our intelligence-driven approach challenges random acts of marketing.
Our clients choose Somnio because we think differently about how a brand should engage with their audience. We balance concepts with strategy, research with creativity, form with function—this formula is our guide to crafting experiences that resonate with people.
We stay relevant through today’s noise—and we challenge our clients to push the boundaries of what’s possible.
RTBs:
Consistently delivers proven results
Trusted by industry leading brands
Powered by Somnio’s Audience Intelligence Suite
Advanced
Company
Beliefs that drive us
Challenge assumptions and understand possibilities.
Dream and build something new. Our craft is guided by intelligence and empathy.
Our purpose is to deliver outcomes that resonate.
The Archetypes
The Explorer
Motto: Don’t fence me in
Goal: to experience a more authentic, fulfilling life
Greatest fear: conformity, and inner emptiness
Strategy: experience new things
Weakness: wandering, becoming a misfit
The Explorer is also known as:
The seeker, iconoclast, wanderer, individualist or pilgrim
The Magician
Motto: I make things happen
Goal: to make ideas/dreams come true
Greatest fear: unintended negative consequences
Strategy: develop a vision and live by it
Weakness: becoming manipulative
The Magician is also known as:
The visionary, catalyst, inventor, charismatic leader or medicine man
Theme Boards
Full Circle
Develop the molecules to make an atom
Logo Development
Utilizing the theme boards and inspiration from the “o” in Somnio, we identified not only a font, Circular, but a word mark that embodied our new look and feel. Fresh, minimalistic and bold.
Font
The Workhorse: Kepler
Kepler is a Modern serif designed by Robert Slimbach and released through Adobe. Kepler is named after German astronomer Johannes Kepler and was inspired by classic Modern eighteenth century typefaces. The Kepler font family has an insane amount of variations, including condensed, semi-condensed and extended, as well as display, subhead and caption styles.
The Hero: Circular
Circular is a geometric sans-serif typeface created by Swiss designer Laurenz Brunner and released through Lineto in 2013. Circular is Brunner’s second official release, the other being the well-received Akkurat. Although the design is based primarily off geometric forms, Circular has quirks that give it a lot of warmth. I think the design of the lowercase t is very distinctive and makes Circular easy to identify compared to other geometric sans-serifs. Circular is available in four weights—book, medium, bold and black—each with matching italics.
Colors
Color theory is an integral component of the Somnio brand strategy. Our bright colors communicate energy, passion and thoughtfulness.
Building the book
Challenge assumptions
and understand possibilities
We didn’t start as an agency we became one.
Somnio’s intelligence-driven approach was inspired by our founders’ experience in enterprise sales and marketing. Part of that DNA drives us to truly understand and empathize with our clients, their customers and partners. That’s why Somnio was born: to balance concepts with strategy, creativity with research, form with function. We craft experiences that resonate with people, with focus and drive that get results for our clients. We bring heart, soul and insight to our work, and we’re proud of that.
Making a repeatable and easily updatable site
After thorough research, we selected a modern, customizable template for our site. We conducted an extensive information architecture (IA) and content exercise, prioritizing clear communication of our identity over mere visual representation. While we had the look and feel well-established, we needed to ensure that our tone was consistently conveyed throughout the website. Our design language was shaped by our archetypes and core values:
We aim to delight
We are intelligence-driven
We are fearless
We chart our own course
We keep it real
We love doing great work
We designed all our pages in Sketch using the CMS template options. We then collaborated closely with a development team to identify necessary customizations and provided our style guide and assets through Zeplin.
Website Development
Create a brand identity from the inside out
From walls to wallets
One we established the look and feel of the Somnio brand and had the website up and running, we focused our efforts to our presentation templates/social post templates/video/business cards and even the wall in the office.
Social media, blogs and everything in between.
