Human-Centered Branding for Software Development Company

CLIENT
this.nl

ROLE
Lead design

PRODUCT
Branding and Webdesign

This.nl wanted a brand identity that reflected their collaborative way of working with large corporate clients. The branding highlights the people behind the company while visualizing technology through a recurring pixel system that connects imagery, patterns, and digital products.

client

This.nl is a software development company that works with corporate multinationals. They focus strongly on co-creation with their clients. By working closely together, the team often becomes almost like colleagues of the client.

This.nl wanted a brand identity that reflected this approach: human and approachable, while still resonating with large corporate organizations.

Concept

For the concept we focused on two key elements: people and technology. The people of This.nl are both the face of the company and the product they deliver. Therefore, the imagery features the employees themselves.

Technology is the element that connects everything. This is represented visually through a pixel grid. Everything This.nl creates ultimately exists on a screen, and therefore can be visualised through pixels.

Colours

This.nl is not a company that comes in head-first trying to impose its own rules. Instead, it is a group of professionals who are enthusiastic about technology and enjoy working in co-creation with their clients.

We reflected this in the colour palette. Warm greys introduce a human and approachable tone that also speaks to corporate international clients. Blue accents add a technological and professional feel without becoming too loud or emotional. Together, these colours reflect the balanced and collaborative nature of the This.nl team.

PIXEL

Pixels are the recurring visual element that ties the branding together, much like technology connects the team itself. 

Photography is combined with pixel patterns along the edges, giving all imagery a cohesive visual style throughout the brand. The pixel motif can also reappear as background patterns or within the iconography system.

Typography

The typography needed to be clear, professional, and understated. For this reason we selected the Inter font family.

Inter is a solid and highly legible sans-serif typeface that aligns well with the technological character of the brand. Headers use a medium weight to maintain a calm and confident tone, avoiding an overly loud visual presence and keeping the overall design balanced.