Diving Into a Tech Startup Brand


Project: Full brand

Company: True Office
Role: Creative Director/Designer
2011-2014

A very exciting and often demanding experience, I was brought aboard True Office part 1 “on the ground floor.” The mission was to transform compliance training from dreaded, mandatory, Powerpoint-based drudgery into something iPad-based and engaging. Our small team developed a (very ambitious, production-wise) new approach based on dropping the player into a dramatized compliance situation in fictional workplaces.

As the sole designer and Creative Director, I was responsible for developing a brand identity from the ground up, including our presentations, marketing materials, directing our website frontend, and start-to-finish production of our pitch videos. I always had to swiftly respond to clients, investors, and our team in regards to our design needs.

Contributing to the early stages of True Office’s journey made for a very prolific period of my career and promoted rapid expansion of my skills and responsibilities – something for which I’m very grateful and also rather proud. Within three years, True Office was acquired by the New York Stock Exchange and folded into their many offerings for listed companies.

True Office’s logo combined an owl (knowledge) and a tapping finger (interactivity) to represent our core values.  The digital-first approach and mobile-centric product were represented by alternating Red, Green, and Blue (RGB) color schemes.

True Office’s logo combined an owl (knowledge) and a tapping finger (interactivity) to represent our core values.

The digital-first approach and mobile-centric product were represented by alternating Red, Green, and Blue (RGB) color schemes.

Brand in use

Later stage pitch video (2014)

Original pitch video (2012)

Brand Guide