CLIENT CASE STUDY
SCOPE
Brand Strategy
Brand Identity
Website Design
Website Development
PROJECT DATE
2022
With a single platform that brings together data and context, Cinder acts as a command center for trust and safety teams. This information visibility allows teams to make accurate decisions quickly and best protect their users. Using Cinder, trust and safety teams can better understand their data, streamline decision making, and measure their effectiveness.
With a single platform that brings together data and context, Cinder acts as a command center for trust and safety teams. This information visibility allows teams to make accurate decisions quickly and best protect their users. Using Cinder, trust and safety teams can better understand their data, streamline decision making, and measure their effectiveness.
Brand & Web:
Amplifying Trust & Safety Impact
Starting with brand strategy, we crafted a positioning with Cinder as the command center from which trust and safety teams can amplify their existing policies for maximum efficiency and impact. Having data and context together in one place increases transparency, power, and clarity of vision for decision making—the three core values we incorporated into Cinder’s strategy. In brand identity, we elaborated on these, using an animated gradient shape system, and a logomark that gives a nod to the precision in decision making for which Cinder allows. We brought all these elements together in our design and build of their new website, which is sleek and streamlined to evoke the ways that Cinder can streamline processes for trust and safety teams.
At the core of the visual brand is the gradient shape system. Animating in the web design, these shapes were created with Cinder’s new core brand values of amplification, power, and transparency in mind. In motion, their shifting gradation serves as a visual connection to how Cinder helps trust and safety teams illuminate information. And, when embedded in the overarching, streamlined brand system, their animation indicates how Cinder allows teams to be dynamic and efficient, all while remaining precise in execution.
We sought to build a brand that acknowledges the challenges of the trust and safety teams doing incredibly difficult work, and that highlights for key decision makers how Cinder helps to measure outcomes of that work. Through strategy, visuals, and web design and development, we kept these audiences in mind to build a system flexible enough for graphic posters alluding to the tactical nature of trust and safety teams and more straightforward internal documents.
A sharp submark gives a nod to the precision in decision making Cinder enables
A simple gradient shape system helps represent various Trust & Safety concepts.
A sharp submark gives a nod to the precision in decision making Cinder enables
A simple gradient shape system helps represent various Trust & Safety concepts.
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