Tatari
Creating a clear way forward
Abnormal is the precision human behavior security engine protecting the modern enterprise from email attacks. With cloud-native technology that protects 100% of the employees at over 5% of the Fortune 1000, and a leadership team of AI visionaries from Google, Twitter, and Snowflake, Abnormal was already a success story.
However, as a business poised for incredible growth, Abnormal needed a new brand that could support its bold and ambitious future.
A LINE worked closely with the Abnormal leadership team to develop a brand strategy, tone of voice, and visual identity that reflected its position as an unconventional technology company taking an uncommonly precise approach to solving the world's biggest cyber security challenges.
Client
Tatari
Services
Brand Strategy
Naming
Messaging & TOV
Brand Identity
Naming
Messaging & TOV
Brand Identity
Year
2019
The logo was inspired by graphs in Tatari's product platform.
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Tatari helps their clients better understand the enormous complexity of data across today’s media landscape by creating actionable insights and outcomes. To create a brand that clearly communicated this, we needed to develop a strategy and visual identity which focused on turning complexity into bold simplicity.
"Tatari has been growing at an amazing rate, however as we faced into our future we really needed a new brand to help focus our direction and support our growth”
<text-color-darkgrey>Amit Sharan, VP Marketing, Tatari<text-color-darkgrey>
We started by identifying and aligning who Tatari is, where they were going, and what made them different. By creating a clear, future-facing brand aspiration, and a set of uniquely ownable characteristics and values, we built a brand platform that positioned Tatari as visionary experts boldly leading their clients through an exciting revolution in TV advertising.
To differentiate, we saw an opportunity to infuse the new visual identity with TV-inspired elements. Starting with the idea of one pixel, we created a grid from which we designed the symbol, composition, and iconography. This was followed by a bold color palette inspired by a 4K UHD TV test card.
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