New era, new personality

Founded in 2014, Sahuaro Labs is a bi-national software company with presence in both the USA and Mexico.
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The pandemic reshaped tech sector. In response to this transformation Sahuaro Labs recognized they needed to evolve their brand to reflect the new era of innovation.

This is where I got the challenge to re-interpretate the company perks into branding assets to connect better with it's audience and bring it back as a avant-garde solution provider.

Role

Creative Leader

Activities

- Brand analysis
- Brand strategy
- Stakeholders communication
- Lead team through design process
- Implementation

QUICK BACKGROUND

Sahuaro Labs is a company built on the strength of Mexican talent, with it's core team based in the northern desert region.
The founders wanted a name that would honor their heritage and reflect their pride in their origins, so the Sahuaro cactus, native to northern Mexico and parts of Arizona became the perfect symbol of strength, growth and the ability to overcome any barriers, just as their people and the tech solutions they provide.

2014
Branding

Created for the startup launch and designed to be a referent of brand's roots and purpose - Create custom software solutions.

Perks

Simple
Adaptable
Sahuaro abstraction

Opportunities

Simplify (even more)
Make it visually attractive
Add a "tech" look
Bring it to the present

Not as expected

The above visual communication worked very well in the beginning. However, as the market grew crowded with competitors, the brand began to fade into the background. Despite its team skills, experience and clients, increased, the brand wasn't showcasing the evolution.

The challenge

So, the path was clear: they weren't a scrappy startup from 2014, now they were a Software company, with more ambitious goals and a mature vision and the brand's visual communication needed reflect this transformation and evolve in the same direction. Spoiler alert: that's what happened.

2020 Branding

A purposeful evolution

Meaningful

The logo's simplicity is infused with depth, ensuring every element is purposeful and communicates the brand’s core message with clarity and impact.

Standalone icon

The icon possesses a strong, independent presence, capable of representing the brand effortlessly, even without accompanying text or additional elements.

Eye-catching

The design captures attention instantly with its dynamic composition and thoughtful use of color, ensuring it leaves a lasting impression on diverse audiences.