Umbrella started with a dream: to connect freelance consultants with perfect counterpart assignments through a magical cocktail of no bullshit, personal growth & great fun. For Stockholm-based Umbrella, that meant visually getting the message out that it’s not about what they do, it’s all about why and how they do it. They are NOT your average consultant brokers. Umbrella is the brainchild of Sanaz Bakhtiari and Madeleine Harju, two rising stars rocking the consultant industry. With two strong female leads, the brand needed to infuse their identity with raw energy, unexpected delight, and the right flavor of professionalism.
Snask began by visualizing how best to define Umbrella’s distinct offerings and approachable vibe. The moniker Umbrella signifies the brand’s “We’ve got you covered” message while still evoking the social thrills of communing over cocktails with (you guessed it) drink umbrellas. Starting with a strong and unexpected color scheme of pale pink and candy red, along with off-white, we established the tone straight out of the gate. It was loud, delicious, and encapsulated the duality of a structured business that isn’t afraid to let its hair down and cut loose. A bold and sturdy display typeface, Druk Super, communicates the brand’s messaging and taglines without question. With statements like “When we shine we shine together” and “Come play with us,” taking Umbrella’s new identity into reality wasn’t a far leap, but perfecting its tone was Snask’s highest priority. To finesse it, we created 3D animations of the brand’s distinct octagon symbol, word mark, and secondary icons, which further elevate the brand. The symbol and icons also expand to interact with the wordmark, patterns, and print materials as well. Snask achieved a visual ballet that personifies Umbrella’s unique collaborative brand pillars. Whether you’re a Developer, UX/UI Designer, QA, Product Designer, or just share their values, get in touch with them to build together.
Photography: Per Björklund