Sentient Group
About This Project
The Sentient Group adapts the human sciences to corporate cultures by focusing on people and behavioral analysis. The company highlights the human context as a key aspect of what allows organizations to remain relevant and competitive in constantly evolving markets.
Roles
Logo Design, Branding, User Experience
Challenge
Sentient wanted to update their company logo with something more personable. They felt their old logo was too corporate and more appropriate for the tech space. Sentient also needed a simple marketing site so that potential clients could learn about their services and get in touch with the company’s founder.
Process
We first decided to build on the existing logo by updating the logotype to something that shows that the Sentient Group is people oriented. By manipulating a few letterforms, we were able to create subtle human-like elements within the logotype. When we presented the idea, the client mentioned they preferred a singular icon that could represent their company.
Web Presence
We created a simple, one-page marketing site that outlined the information about the Sentient Group and its founders. With no existing brand guidelines or restrictions, we were free to explore layout, imagery, and colors in order to create a site that extended the brand beyond its logo.
