Update Contentment's brand identity to reinforce our position as leaders in the mobile market and reflect our increased focus on mobile-first products.

As a young creative technology business, Contentment's brand identity was lagging behind our innovative products, and needed to reflect our ambition to be leaders in the booming mobile marketplace.

The company's identity had grown organically, with sporadic brand updates and elements being introduced by various stakeholders over time, which ultimately led to a disjointed message that wasn't communicating our values and ambitions effectively.

It was clear from interviews with staff and customers that we made great software that solved user problems and paved the way for exciting new digital products, and we needed to make our brand work harder to communicate this.

By identifying the values at the core of our business – enabling creativity, innovating continuously and disrupting the market – we had a solid base to strengthen our brand message and bring it up to date with the services we were providing.

We used stronger, emotive language to position ourselves as leaders, which tied in with the expert insights and thought leadership of our inbound marketing strategy.

We weren't going to be taken seriously as a mobile leader with a product named Padify, so we simplified our product naming and used Contentment as the umbrella brand that gives our current and future products a strong but flexible identity.

One unifying aspect of the mobile landscape is touch interaction, and this became the starting point for our design phase. We developed a clean, modern mark that communicates tactility and interaction, and also reflects the different facets and products of Contentment in a single icon.

This icon informed our wordmark, which uses the same elegant rounded strokes and breaks in letterforms to mirror the multifaceted aspect of the icon. This visual language extends to icons and numerals, and provides many options to engage users and provide interaction cues by animating the individual marks.

The Adelle Sans typeface provides the perfect balance of modernity and humanism, the thin weight has an angular dynamism that reflects our forward thinking, and the heavier weights are used to add character to our messages and reflect the user-centric, humane nature of our products.

Find out more at contentment.io