Vector Growth
2021
The goal
Vector Growth is a boutique growth marketing agency based in Massachusetts. The company is driven by data, helping fast-growth B2B companies grow strategically by using data as a foundation for all decision-making. The goal of this brand identity project was to create a visual identity that communicates the company's values and mission, while also differentiating it from its competitors in the tech space. The new identity needed to appeal to Vector Growth’s target audience of fast-growth B2B and B2C tech companies and stand out from competing performance marketing agencies.
The team
Agency: Praytell
Creative Leadership: Scott Schneider
Design and Creative Strategy: Abigail Spooner
The process
The project discovery process built off of a questionnaire to define the visual tone of the project. This involved identifying the competitive landscape, key word associations, and visual inspiration. (View some of this discovery work here.) Then, we explored several creative concepts, focusing on different visual representations of growth, data, and vectors. These concepts explored the use of overlapping geometry, negative space, and unique color palettes to create a distinctive and modern brand identity. Below are a few of the initial ideas we created during this process.
Final result
The final result of the brand identity project was a refined logo and visual system that effectively communicates Vector Growth's core values. The logo mark was inspired by the pathogenic spread of information and data, using a grid of data points connected in an organic and elastic manner to represent the flow of information. The wordmark was customized to complement the mark, with careful consideration given to typography and spacing. The final deliverables included a logo, wordmark, color palettes, and typography guidelines, providing Vector Growth with a comprehensive visual identity system.
