Mucho’s graphic identity for SalesWings playfully combines people, jigsaws and contrasting colours

SalesWings helps businesses collect and connect customer data to leads and accounts, allowing for a more personalised and targeted approach to sales and marketing operations. The platform provides a deep understanding of who the customers actually are, identifying the human in the data. In need of a brand identity that would represent the purpose and overall mission of the company, SalesWings reached out to global design studio Mucho. In turn, their creative team crafted a brand strategy and corresponding visual language that centres around friendliness; a key value of the company. 

To lead the identity, Mucho built a bespoke brand mark by combining the classic profile silhouette with a jigsaw piece. From this starting point, they fleshed out the visual language with a bright, eye-catching colour palette and accompanying typography. “In an upgrowing busy online ecosystem, the brand needed to stand out,” Senior Designer Nico Wölfl tells us. “The colour palette is a mixture of contrasting and cold tones with a vibrant red to assure that the brand doesn't go unnoticed.” 

The typeface used for the wordmark, modified with jigsaw-like cutouts, is Stolzl – a neo-grotesk with a geometric approach. “It gives a sense of modernity but it is also readable at smaller sizes,” Wölfl adds. To conclude the identity design, Mucho injected dynamism into the brand through a diverse motion system that echoes the company’s core values. From the friendly and playful movements of SalesWings’ icon, to the more energised approach used in the website navigation.

Mucho

SalesWings