Bringing tech matters to a new audience

Deeply connected to the industry
Excited about the future of tech
Bringing energy at every point
A new bold direction

The Project

Following MVF’s acquisition of tech.co in 2019, I worked with founders and MD’s to understand, evolve, and shape the future of the brand.

Core to my role, was the development and launch of a bold brand evolution, one that connected the deep industry lineage of the brand through events and meet ups, and a future in which Tech Co would do more for consumers and businesses looking for answers to their tech questions and need.

The visual storytelling was framed around the idea of movement, and adaptability. We wanted to harness energy from a bold and vibrant colour palate, with sharp and directive symbolism offering a tech feel, and space for wider usage.

The team wanted the identity to awaken new possibilities within both B2C and B2B product news and reviews. We worked on an extensive UI library which would allow the brand to offer depth at a number of touch-points.

The brand and creative ideas this evolution can be summarised as:

EVOLUTION
ENERGY
CONNECTION
PRACTICALITY

Background

When MVF acquired US based technology, meet up, and news brand Tech Co in 2019, it was acquiring a brand that spoke directly to an audience of decision makers, creators, and innovators in the US tech space.

With a loyal subscriber base and community though its Vegas-based events, the brand was an industry favourite and one deeply connected to the tech boom of the 2010s, with founders regularly connected to and platforming top US startups and innovation.

The Outcome

The new brand, site, social and editorial strategy was rolled out in 2020 successfully. The visual update offered variation and space for growth in the brand, with a focus on usage for marketing and content design, proving successful for site and brand performance metrics

I enjoyed the development of the pattern library, which I feel provides that brand with a memorable stamp of ownership and recognisability. The component library further echoes this language onto site, and the development of motion brings the concept of movement into reality.

Project Deliverables

Brand core
New visual identity
Refreshed online experience

Role : Creative Director & Brand Direction

Projects

Projects