Design

iMeet Full Branding Package

Created a professional appointment management brand identity that balances corporate credibility with approachable simplicity—communicating efficiency and trust to Swiss insurance professionals

Client iMeet

Year 2024

Services Logo Design, Brand Identity, Visual Guidelines

Duration 1 week

The Challenge

iMeet entered the Swiss insurance market as a new appointment management platform, needing a brand identity that could immediately establish credibility with conservative insurance companies while feeling modern enough to differentiate from outdated legacy software. The challenge was striking the delicate balance between professional trustworthiness and approachable simplicity. Insurance brokers and office managers needed to perceive iMeet as a serious business tool worthy of handling critical client appointments, not a casual consumer app. At the same time, the brand couldn't feel so corporate and sterile that it reinforced the exact complexity problem iMeet was solving. The visual identity needed to communicate efficiency, reliability, and ease-of-use—three qualities insurance professionals desperately needed in their scheduling workflows.

Our Role

We handled all brand design for this project, responsible for the complete visual identity system. This included conceptualizing and designing the symbol logo, selecting and customizing the wordmark typography, creating combination logos for various applications, developing a complementary brand pattern system, and establishing comprehensive visual guidelines for consistent implementation across all digital and print touchpoints.

The Approach

Our strategy focused on creating a brand that feels professional without being intimidating, modern without being trendy, and simple without appearing unsophisticated. The goal was to visually communicate what iMeet delivers: streamlined appointment management that just works. We prioritized clean, confident design language that insurance professionals would trust while maintaining enough visual warmth to feel approachable and user-friendly. The brand needed to convey efficiency and organization—core values for appointment scheduling software—through thoughtful typography, balanced geometry, and a refined color palette.

Discovery & Research

We began by analyzing competitor branding in both the insurance software and appointment scheduling spaces. We noticed that most insurance-focused tools lean heavily corporate—blues, grays, formal serif fonts—creating brands that feel trustworthy but cold and outdated. Meanwhile, consumer scheduling apps (Calendly, Doodle) use playful colors and casual aesthetics that wouldn't be taken seriously in Swiss insurance offices. Through stakeholder discussions, we identified that iMeet's target audience—insurance brokers and office administrators—values professionalism, clarity, and simplicity above all else. They don't want flashy branding; they want visual confirmation that the tool is reliable, well-designed, and won't complicate their already complex workflows. The key insight: the brand should feel like a breath of fresh air—clean, modern, and confident—without straying too far from the professional aesthetic insurance professionals expect.

Design & Development

We explored multiple logo concepts, testing various approaches to visually represent appointment management—calendars, clocks, meeting symbols, connection nodes. Early explorations felt either too literal (calendar grids looked generic) or too abstract (connection diagrams lacked immediate meaning). The breakthrough came when we focused on simplicity and letterform design: creating a clean, geometric symbol that works as both an "i" lettermark and a subtle representation of organized scheduling through its balanced structure. We developed a mark that feels precise and well-structured—qualities essential for appointment management—while remaining visually approachable. The symbol's geometry conveys organization and clarity without requiring explanation. For typography, we selected a modern sans-serif that balances professionalism with friendliness—it's clean and legible without feeling cold or corporate. The typeface needed to work perfectly across digital interfaces (the primary touchpoint) while maintaining credibility in print materials. We refined the color palette to communicate trust and efficiency: professional tones that feel modern and fresh rather than dated or overly conservative. We developed multiple logo lockups (symbol-only for app icons, wordmark-only for document headers, combination for primary brand presence) to ensure flexibility across business cards, software interfaces, marketing materials, and email signatures. The accompanying brand pattern uses geometric elements derived from the logo to create cohesive visual systems for backgrounds and marketing collateral.

Final Design

The final iMeet brand identity centers on a clean, geometric symbol that communicates organization and efficiency through balanced design. Paired with modern, professional typography and a refined color palette, the brand positions iMeet as the trusted, approachable appointment management solution for Swiss insurance professionals—reliable enough to handle critical client scheduling, simple enough to use without extensive training.

Brand Assets Delivered

iMeet received a complete, production-ready brand identity system designed for immediate implementation across all business and product touchpoints. The comprehensive package ensures consistent professional positioning that builds trust with Swiss insurance professionals while maintaining approachable simplicity.

Complete Brand Package

Custom symbol logo featuring clean geometric design that communicates organization and efficiency

Wordmark logo using modern sans-serif typography that balances professionalism with approachable simplicity

Multiple logo variations (symbol-only, wordmark-only, horizontal lockup, vertical lockup, reversed) optimized for app interfaces, marketing materials, and business communications

Brand pattern system derived from logo geometry for backgrounds, presentations, and digital applications

Complete brand guidelines including color codes, typography rules, logo usage specifications, spacing requirements, and application examples

Print-ready and web-optimized logo files in all required formats (AI, EPS, SVG, PNG) for seamless implementation

What We Learned

This project reinforced that branding for B2B software requires a fundamentally different approach than consumer products. Insurance professionals don't want brands that stand out—they want brands that inspire confidence and get out of the way. The challenge wasn't creating something visually exciting; it was creating something that feels exactly right for the context. We learned that "boring" can be a compliment when designing for conservative industries—if a brand feels too creative or unconventional, it undermines trust rather than building it. The most difficult part was resisting the designer's instinct to add visual flair and complexity. Simplicity is harder than it looks because every element must justify its existence. If we were to approach this again, we'd spend more time upfront defining the exact emotional tone—professional yet approachable is a broad spectrum, and clearer positioning would have saved several design iterations. This experience shaped how we think about B2B branding: your job isn't to make the brand the hero—it's to make the product and its users the heroes by providing a visual foundation that builds trust and credibility without creating distraction.