SoftIron

Headquartered in the UK, SoftIron is a worldwide leader in true private cloud infrastructure. The company offers storage, network, cloud management and transcoding systems for business, enterprise and government.

Disco worked closely with the team at SoftIron to develop a refreshed visual identity system centred around innovation and building solutions to real-world problems. The identity leverages the building nature of SoftIron, communicating a dynamic sense of modularity and movement - layering, shifting, progressing and adapting.

I worked alongside creative director Phill Ellis to consolidate the foundations of the identity, developing clear frameworks for brand expression to ensure consistent visual communication across digital and print touch points. The brand follows a cohesive and modular design, centred around a clear grid and hierarchy system. The flexible design allows colour, imagery and custom illustrations to be incorporated, ensuring individuality across collateral for different target audiences, whilst still maintaining masterbrand recognition.