(Work)
OneStream
Streamlining an ever-evolving financial product's brand
Intro
Take Finance Further
Any financial professional from CFO down to bookkeeper will tell you Finance is a grind. A pressure cooker. A long walk deep into the weeds. And, of course, absolutely essential to the health of every business.
OneStream is the enterprise finance platform designed to help unify solutions, conquer complexity, and eliminate redundancy. Simply put, OneStream helps the world’s leading financial thinkers get off the financial treadmill and start moving their organizations forward.
The challenge for OneStream is that the constantly-evolving product had long outpaced the actual brand, leaving customers unclear on both what the platform could do and where it was headed. They needed a way to signal to the market where OneStream was going…and what customers could achieve if they joined them on that journey.
Before
After
Our part in the project began with a handoff from our friends at PitchMaps, the minds behind the big idea of Taking Finance Further. We jumped straight into the fray, working closely with key leaders and founders to uncover the visual identity that unites the team in the same way OneStream unites Finance. The resulting visual identity system speaks to OneStream's ability to harness the power of unity for growth, celebrating the infinitely customizable platform at the heart of the brand.
The thesis at the heart of the OneStream brand is simple: businesses and teams can only move forward when everything is pulling in the same direction. The result is a dynamic and streamlined identity system that pops exactly where and when it needs to. The evolved logo honors the intent behind the original mark, which dates back to the foundation of the company. A new connected monoline symbol simplifies the story and modernizes the aesthetic, along with a clean wordmark in a more approachable lowercase setting.
One of the identity's most dynamic elements is its color palette. Designed to work for both the brand and within the product itself, this handful of bright hues is grounded by a black-and-white backbone, creating a system that feels as modern and fresh as the product it represents.
The new illustration style is equally focused, swapping overwhelming product screenshots with feature-focused illustrations that speak to OneStream's capabilities and value. An updated approach to photography and videography add life and warmth to the data-driven brand, working in concert with fresh graphic devices and an iconography suite to form a proprietary visual language.
Each component is complemented by a customized font family—OneStream sans and OneStream mono—which fine-tunes the width of the numeral set to better integrate with the product.
We assembled the various elements of the visual identity in a comprehensive brand hub for use internally and with external partners, providing tools and guidance for everything from brand narrative to videography. That hub was essential to supporting OneStream through an exciting brand launch, a busy campaign season, and even ringing the opening bell at the Nasdaq MarketSite in Times Square.
The new brand is built to build on, and we can't wait to see OneStream continue to grow, evolve, and advance into the future.
Tim Minahan, CMO, OneStreamMatchstic marries creative innovation with disciplined project management.
onestream.com
Credits:
Designed by Cody Bass, Michael Martino and Gray Hauser
Design Direction by Brit Blankenship
Animations by Max Prince, Michael Martino
Project Management by Melissa Kruse
Messaging by PitchMaps
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