Logo design, branding, workshops, illustration, webdesign
"Metis Services" – a creative security company with focus on training, analysis and helping companies achieve there goals through security.
We started out by questioning whether Metis is a security company or not. The connotations are not always pleasant and businesses often feel that security hinders business goals. After five years making creative projects with great insights by having an open approach to challenges, wasn't Metis almost like a bureau in a creative industry? A funny challenge in this project is that these professionals have based their careers previously on being as secretive as possible. They didn't need much persuasion although it was a journey for them to reverse their mindset.
So where to go next when updating the graphic identity, website and branding? A design thinking workshop to bring the group together and to change perspective from inside to outside was my way of learning more about their identity and challenges. Our goal was to understand the customer journey. We asked ourselves questions like what has been the most typical aha-moments and what have your customers said about you?
What we landed in was that Metis needed make use of their own creative approach and humanistic ideals to differentiate themselves to other companies and adjust their approach to the people making the decisions to hire them.
This lead to constituting the key values:
Long term
Holistic
Innovative
Enabling
Brand persona:
Passionate
Intelligent
Reliable
Insightful
Ambitious
Creative
Problem solver/Doer
From this I was inspired by news graphics to make something I believe is creative and informative with a typeface that carries the identity in different channels. For practical reasons we decided on using stock images. The language used is playful but serious with creative copy to make people think. This asterisk is creatively used as a part of the identity to show more information and that there is always more to be known.
For the website we focused in lifting case-examples of successful projects. This is something that is unusual for security companies but since Metis work research based, looking at how creative industries work was a better approach to show not brag. We also focused on having a different approach and tone of voice on the Swedish and English version of the site since the client culture is different whether it is domestic or international.
See more on metisservices.se
