2023
Brand identity
Art direction
Website design & development
Graphic design
Video
Egen
Collaboration ignites brand transformation
Egen, a technology services company with over 700 specialists, helps organisations across industries unleash the power of cloud, data, AI, and platforms to empower people, create new possibilities, and deliver impact for the better.
In 2023, SpringML and Egen Solutions merged to become Egen. To reflect this change, and to be recognised as a powerful technology services company, Egen needed to evolve its brand visual identity to better communicate the company they had become.
To bring their refreshed narrative to life, we created a distinct brand system to elevate Egen’s presence.
Logo
The new Egen logo is a modern refresh of the existing Egen logo, featuring a new typeface designed specifically with engineers in mind.
The name—derived from the word Engineering—brings to mind several meanings upon reading: “E” for electronic, “gen” for generation, both implying something new and solely digital to the reader.
The wordmark is paired with "The Constant," a graphic symbol representing a resolute decision, goal, or north star. Paired with the Egen name, it signifies Egen's role as a constant in a client's advancement and growth.
The Constant is made from two parts, a containing “set” or “[]” and an arrow representing “advancement.”
In programming, square brackets define a variable which can be used to perform functions in a program. The square brackets define the conversation Egen is trying to have with its audience with the use of the symbol for “advancement,” a forward and upward moving arrow, clearly stating the intention of Egen’s work with their clients.
Colour
The new colour palette is inspired by the environments that engineers spend a lot of time in—IDEs or integrated development environments. The colours are vibrant and energetic, and they reflect Egen's forward-thinking approach with a nod to their day-to-day.
Typography
The new typeface for Egen is Space Grotesk which has engineering in its roots. Space Grotesk is a text and display typeface based on Space Mono, a monospaced typeface developed for coding environments. It is a modern and clean typeface that is easy to read and looks great on all screens.
“With the right brand and design partner you can launch a new brand for a start up without investing huge sums and execute with speed. We were fortunate to work with a talented strategic and creative team at Designlogic who helped bring the new Egen brand and narrative to life with a very relevant and impactful logo and visual identity respecting and strengthening the tech and engineering DNA of the company in new and clever ways. They coupled this effort working with our internal team to help us launch a new website in record time that serves as a cornerstone for telling the story of how Egen brings cloud, data, AI, and platforms to drive impact for clients. The ongoing collaboration with Designlogic will continue to deliver for the Egen brand!”
— Nancy Hamill, Interim Chief Marketing Officer, Egen
Patterns
We created a series of vibrant patterns to visually express Egen's brand proposition of "creating new possibilities." The patterns are inspired by waves of technology and technological advancement.
Advance
The advance pattern portrays the forward and upward motion of technology.
Data
The data pattern represents what Egen work with everyday to create new possibilities.
Value
The value pattern represents the outcomes of Egen’s work for its clients.
Growth
The growth pattern represents the wave of technological change, never constant, never the same, but rhyming over time.
Imagery
Portraying modern technology visually is challenging due to its software-based nature—we don’t want to be showing screens all the time. We focused on the outcomes Egen creates for clients, such as new ways of working and enhanced customer or employee experiences. The imagery is editorial in approach with warm tones, real-world settings, and interactions with technology enabled by Egen's work.
Website
We had the rare opportunity to start afresh with the website, meaning a focused ground-up rebuild and structuring of the site that wasn’t beholden to legacy ways of thinking about how a B2B site should be presented to the world.
Designed and built as a collaboration between Designlogic and Egen’s inhouse marketing and development teams, we crafted a user-friendly, and accessible website that reflects Egen's new brand identity, showcases their expertise, and empowers users with a seamless navigation experience.
The website's modular design system empowers Egen's development team to efficiently manage and maintain the site—enabling seamless updates and consistency across all screen sizes.
The website effectively communicates Egen's brand narrative, highlights their solutions, and showcases their client impact—serving as a powerful storytelling platform for them into the future.
The new website embodies Egen's ambition to be recognised as a leading force in the technology services industry—attracting new clients, nurturing existing partnerships, and solidifying their position as a trusted partner for digital transformation and as a great employer.
And beyond…
We developed a design system that can flex and respond to any storytelling need—from social media to sales materials, and environments, and beyond.
“Collaborating with Egen and seeing their brand transformation unfold over a period of about six months has been a rewarding process. The Egen brand really is the culmination of our extensive expertise and passion, through two decades of experience in technology visual design and marketing, with Egen’s leadership team’s unwavering belief in the power of branding to fuel business success.
I’m very proud of how the Egen team has embraced our shared vision, enabling us to achieve great results in such a short period of time. As a small agency, we're honoured to have been a part of this project, and we can't wait to see where Egen goes next!”
— Brad Clark, Chief Strategy Officer, Designlogic