Count

Helping product teams make better decisions with data.

Count is a collaborative data platform that helps to bring data into decision-making. When we first met the team at Count, their product was a SQL notebook; a simple, smart tool for data analysts to share data. However, their ambition was to push the product further; to create a tool that could be used across different product teams, helping to democratise data.

The new Count tool is accessible to even the most data-phobic team member. A truly collaborative platform that helps businesses move forward by weaving data into the larger business narrative.

Too often data platforms are branded for a technically-minded (often male) audience. Count wanted to turn this on its head. Our challenge therefore was to help reposition the brand by creating a visual identity that would open up the complex world of data analysis.

Technology Brand
Brand Strategy Visual Identity Motion Graphics Illustration
Previous Count logo and graphic elements on a white background. The previous logo and wordmark for Count is shown on the left. The purple curved triangular logo points to the right. It is made up of three smaller curved purple triangles, with a white triangular negative space in the centre. To the right of the logo is a simple sans serif black wordmark. The logo has been deconstructed and outlined in purple to create graphic elements which are dispersed in a pattern to the right of the logo and wordmark.
Count big idea illustration. Black text says 'Vujà dé' over two lines on a white background. A thin pink bounding box highlights the word 'dé' on the second line. A pink label with the words 'The big idea' with an arrow head points to this.

Following initial discussions with the Count team and their vision, we landed on a big idea – Vujà dé.

The opposite of Déjà vu, it’s the concept of seeing something familiar but in a completely new light. It invokes that sense of understanding or “aha” moment, in which data insight can totally change the perspective on a problem or situation.

Changing perspectives

Inspired by data visualisation, we designed a suite of shapes for the brand that morph, evolve and combine to represent the idea of changing perspectives, helping teams to see data differently.

Along with a vibrant colour palette and strong typographic system, the identity challenges category conventions through a more open and accessible design language.

Count typographic system. Three type samples are shown within three white boxes. Each has large letters 'Aa' in different colours, along with an example copy line in black and type sample in grey. The headline Riforma typeface is the largest box on the left, with blue letters 'Aa' and the line 'Making better decisions with data, together.' To the right of this box, are two wider rectangular boxes showing the body copy and URL type samples. The body copy Mulish typeface as its 'Aa' letters in purple, with the copy line 'Believe in the power of team'. Underneath this is the URL type Azeret Mono typeface with the letters 'Aa' in pink and the copy line 'Find out more at count.co'. The latter box is highlighted with a thin pink bounding box.
Count UI iPhone 11 mock up. Three UI screens with a subtle drop shadow are shown on a purple background. Each screen has a hamburger menu in the top right corner. The Count logo in the top left, which is an abstract letter 'C' made from three curved shapes in pink, blue and navy. Each screen shows a different UI view, with a mix of copy, colourful graphic shapes, labels and buttons on a white/grey background. The left screen emphasises 'Our mission is to put data at the heart of every conversation'. Floating colourful labels point to different elements of the screen showing the various stakeholders involved, for example 'Marketing', 'Manager', 'Analyst'. The centre screen states a product benefit 'The only collaborative data platform that connects analysts to stakeholders' above a lime graphic shape, the same colour as the highlights over 'analyst' and 'stakeholder'. Access and demo buttons are underneath along with client logos. The right screen summarises the 'One notebook, many uses' with a description above white selection buttons and simple illustrative chart views.
Count product UI. A white rectangle canvas is shown on a purple background. This shows the various interactive and collaborative elements of the product. 'What are the key targets' with grey boxes underneath showing the target numbers, followed by 'What's the input from the team?' with related sub questions. There are a number of line and bar charts showing various marketing data. To the right there are three 'sub-hypothesis' boxes with descriptors. The collaborative nature of the product is shown with coloured post-its, hand-drawn lines or circling of elements, comments boxes and pins relating to certain users.

In order to create a more seamless customer experience, the updated branding needed to feed directly into the design of the product.

We worked closely with the in-house development team at Count to produce a set of styles and elements that neatly tie the brand into the product.

The Fiasco team were fantastic to work with. We gave them a tough brief and we couldn't be happier with how it turned out. They worked with us side-by-side through the brand process and then helped us deliver vision in digital form.

Ollie Hughes, CEO

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