Strategy, Naming, Voice & Tone, Messaging, Visual Identity, Product Portfolio, Websites
Newscycle, a previous Superhuman client, came back to us after acquiring several brands that opened up new territory for their future. With a legacy in news media, their next evolution was becoming a leader in the digital sphere. They came to us looking for new ways to connect their experience and credibility to their new vision.
We started with a deep analysis of the category. We found that other players looked to lead and direct media companies, but there was white space in the category for an egalitarian partner who understood their customers’ challenges and opportunities.
Re-naming Newscycle made sense from a both business and brand perspective. They needed a new name that could encapsulate the kind of the kind of partnership they provide, focusing less on news and more on guiding clients through the turbulent digital media world.
“Naviga” is about illuminating the path forward and forging ahead through disruption.
The Naviga logo resembles a compass to emphasize the directional utility their solutions provide. Naviga’s broader visual elements take inspiration from abstract geometric navigation patterns, where all kinds of directional and dynamic shapes come together. As a whole, they imply motion and forward momentum. We also leveraged playful illustrations that ladder up to Naviga’s friendliness and approachability, with bold patterns and a more human photographic style.
Naviga’s icons visually operate on a grid based on the broad geometric patterns used throughout their visual identity. These abstract icons are meant to be fluid in meaning and usage.
To complement the bold, geometric patterns, we went with a friendly, round, bold serif font—chunky and thick with soft curves. While the category leans toward thinner serif fonts, Naviga stands out in its own warm, approachable way.