WORKPATH
Workpath is a Munich-based SaaS startup that focuses on Outcome Management and OKR.
I led the company's rebranding efforts, resulting in a set of new brand elements, such as the logo mark, patterns, and signature color palette. A once non-existent brand takes over a visual identity that represents its outcome mindset and speaks to its audience.
LOGO DESIGN
The brand adopts the Workpath ring as its main creative element, which is not only inspired by the word "outcome," but represents the OKR cycle, a concept brought to life by Workpath that helps enterprises and their teams align in a way in which goals and objectives can be achieved more effectively. I decided to encapsulate the once-self-standing W in the ring to represent this cycle along with the essence of Workpath. It evokes a feeling of safety and friendliness for companies seeking help, while at the same time providing the brand with a more contemporary look and feel.
SUPPORTING ELEMENTS
As described above, the Workpath ring is the brand's star element. This ring is used in graphical ways to create interesting patterns that accompany marketing material in various ways. With the logo mark in place, the patterns have become Workpath's signature.