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Emotive provided the right level of listening, offering up a unique point of view, and collaborating to refine our brand positioning. It was an amazing partnership to accelerate us from a start-up to a growth-stage company much faster.”

Eric Futoran, CEO, Embrace

Seeing the Future of Mobile

The new Embrace logo embodies simplicity with brackets and dots that make a nod to code and establishes a brand authentic to developers. The logo reflects the e’s that begin and end the Embrace name. The composition asserts the symbol as a character that can come to life dynamically.

Creating a Conversation

Key to the Embrace design system is a typographic approach where different typefaces represent different points of view. This allows the Embrace brand to engage different audiences in a dialogue and deliver messages that fly at different elevations and embody different tones.

8-Bit Amazing

A photography style that relies on simple objects combined with 8-bit icons creates a unique graphic language that gives the Embrace brand an iconic approach to expressing itself. The visual language feels authentic to developers, and brings fun, honesty, and approachability into how the brand shows up.

Standing Out with Simplicity

A clean logo. A reductive, differentiated color palette. Imagery and iconography that speaks to developers. An illustration style that accelerates your ability to identify what matters. The Embrace design system sets Embrace apart in a crowded field with a bold, direct identity that communicates confidence.

Experience that Works

Push the boundaries.

To go from start-up to positioning for growth, don’t be afraid to push the boundaries of where a brand can go. The combination of authenticity and boldness helps everyone see bigger possibilities for the brand.

Be ready for change.

A brand positioning process can take months to complete. Expect that there will be strategic shifts in the business while the process is underway. Be ready to pivot to meet the changing needs while staying true to the brand.

Drive employees with the “why”.

The story of how a company plans to grow creates an opportunity to engage employees on a deeper level by connecting them to a bigger “why.” When people see the individual, organizational, and world-level benefits of growth, inspiration surrounds them.

Know your timeframe.

Being clear about how long you need the brand to live. Establishing constraints allows you to push on the creative to ensure your brand is working as strategically as it can within a timeframe (and possibly beyond).

Recent Work

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The new standard for data privacy

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