An Approachable Tech Brand

Project: Full Rebrand

Company: True Office Learning
 Design Director

TOL brand_story.png

The goal in creating a new brand was to add humanity and approachability to our e-learning company, and also to distance ourselves from the NYSE’s corporate/finance (see Part 2 of the True Office startup journey, if you’re curious) vibe. Discussions revolved around a more open feel, brighter palette, and “mascots” for each product in our suite.

I worked with our executive team, our in-house designers, and a clutch contractor to bring it all together and I must say, this is the most successful (and the most logically systematized) brand I’ve worked on thus far. Shout out to Andrew Maruska at House of 207 for his huge contributions to the overall style, and the actual logo design.

Final Output: Brand in Use

New site Launch

The core of TOL’s brand is digital, so the new brand’s overall open feel and full spectrum of colors really came to life as designs came together for the new site.


Collateral and Marketing

Once we were feeling good on the overall direction, we cascaded the styles to our PDF one-sheets, product “explainer” videos, bifold brochure, and swag for events.


Brand Components


Custom art quickly emerged as an important tool to inform a unique voice, but also to break out of a dependency on stock photos (wherever possible). This meant I had the pleasure to create each of these images, and more:



After years of only being able to use white and blue, we moved out into the full spectrum, anchoring color use on a lively magenta and bright white.

Primary Palette: used for most color applications

Secondary Palettes: used only for creation of graphics/illustrations



After agreement on our primary logo design from Andrew, I expanded it for use wherever we might need.


Product Mascots

Rebranding afforded a chance to rename our existing products (and ideas for the 2 new pieces of software then being developed), which lent some character to each software. Scholar is the core learning software, Poet the Content Management System (CMS) to create a course, I.Q. the analytics portal to see how your course is going, and the newest in the gang is Learn I.O. – simply a better Learning Management System (LMS) for automatically enrolling users and delivering the Scholar courses to your team.


Scholar took the form of a student, owning that golden yellow sweater and circular shapes.

Poet is a hip(ster?) creative, rocking a strong red shirt and gravitating toward square forms.

I.Q.’s data-centric offering just had to become a scientist, accented with purple and triangles.

Learn I.O. is a systematic software so we went with a robot, with touches of teal and accompanying hexagons.


Icon Set

I admit that these are fairly complex for icons, but the intended use is more akin to “small illustrations.” In this somewhat out-of-the-ordinary function, they’ve worked well.

Brand Guide

The initial brand sprint gave us great bones, but Andrew and I then dove into details to flesh out a set of usage guidelines for the wider team. This crystallized the plan to sub-brand the software products by color, and flowed nicely (and grew quickly!) as we moved into production on new web pages, sales collateral, and social media assets. Andrew also set us up with business cards and a good starting point for templated one pagers/articles.



Setting the Tone: mood board

Who doesn’t love a good research phase? We knew we wanted to take the brand into sharper territory, but it also couldn’t be so hip that it would alienate our B2B clientele. In order to seek a balance, we gathered inspiration both from big corporate players and some techy newcomers:


Developing the mascots & art style

Using the original trio of products as a basis (Scholar, Poet, I.Q.), I experimented with several different art styles in order to determine the right look. (You can also see there was a much clearer vision for Scholar and Poet than there was for I.Q. – I was originally asked if I.Q. could specifically not be a person.)

Would a painterly approach provide a pleasing contrast to the open, brighter design approach? How far did we want to lean into friendliness/approachability? Would we use full color, only the brand palette, or something even more limited?

We landed on a clean look that I’m very proud of, which is based on these tenets:

  • use realistic proportions, but simplified angular forms

  • streamline details down to necessary features

  • use cooler-toned shadows to build depth

  • build as vector art for easy scaling and re-work

  • each mascot will use a panel of some kind that alludes to the product’s function

This approach led to a natural extension of these styles/tenets: the illustrations (shown above) for marketing and articles.

trio final.png

Adding a Product to the Suite

Once the the trio above was done, development was wrapping on a 4th member of the software suite: hello Learn I.O.! I knew before long we’d need to have a quartet.

After experimenting with another personality/job type (delivery person? librarian?) and even the idea that it could just be a delivery truck, we decided that since this product is based on systematizing and automating the process for delivering courses, a robot was the most apt.

There were several rounds of development to get the right silhouette, and a debate as to whether teal or blue would be the associated color. In the end, human proportions and features worked to keep Learn I.O. feeling like part of the set. White panels keep it from looking ominous, but finding a face design that seemed robotic/blank but still approachable took several iterations.