Private equity backed start-up needs an identity

Affirmify

Affirmify is a new company that has just received private equity financing to take our product to the next level. We are about ready to launch our software, and we need a great new identity to represent our product and brand.

Affirmify is a software-as-a-service (SaaS) application that, basically, manages documents and processes for companies. Individuals will run a variety of different business processes through our platform in an easily customizable way.

We provide businesses with a safe place to store their information, to build and execute their business processes, and communicate with relevant parties, all on a secure and redundant platform.

I wish I could provide more detail about the specifics of the product, but unfortunately we are obligated to keep the crux of our business plan confidential until launch.

Affirmify is very similar to the type of applications built by 37Signals (most notably, Basecamp). We want to express that we are a next-generation web technology that is easy-to-use, will make the user's life easier, and that is completely secure.

Our software is targeted at business professionals of all different sorts. We intend our platform to be used primarily for business purposes in a variety of different ways. Everyone from human resources managers to independent contractors (like graphic designers) will find a handy use for our product.

This is definitely a business tool that will make professionals' lives more managed and easier for a variety of different purposes.

We know that younger professionals who are digital natives will be very interested in our product, but we realize that more seasoned-professionals may be reluctant to handling what were previously manual processes in a fully digital platform. It is important that our product is identified as accessible and easy-to-use, regardless of computer proficiency.

We want a logo that will do a great job of representing our brand with all the context listed above.

Some key terms we want to evoke include:
- Easy-to-use
- Next generation web technology
- Intuitive interface
- Make your life easier
- Reliable and secure

We don't necessarily need a logo that evokes all of this, but this is what our marketing copy will be regarding. We want a logo that complements this message.

"Web 2.0" is a term that has now become trite and overused, but the graphic identity of brands that have been identified as such is exactly what we are looking for. A good collection of brands of this kind can be found here: http://www.fuelyourcreativity.com/5…spiration/.

We are completely open on styling, colors, having an icon or just using the word "Affirmify" as the logo, etc. We have no preconceived notions of what will work best, so we're open to anything and everything! (We don't even know if we want the "a" in Affirmify capitalized or lowercase.)

This will be the first phase in our marketing design process, so we're hoping the winner of this competition will be interested in perhaps doing more design work for us very shortly after the conclusion of the project!

We know we have a great product, and we want a logo and identity that will let everyone else know this. We're looking very forward to seeing what you all come up with!