Toma is a trailblazer in the logistical and mobility tech spheres, offering an innovative SaaS platform tailored for optimizing deliveries of online purchases. As their influence in the industry grew, the need to refresh their brand to reflect their cutting-edge solutions became evident. This case study outlines the journey from the initial brief to a revitalized brand identity, focusing on the design process, key features, and the integration of motion to bring the brand to life.
Initial Brief: A Brand Built for Innovation
Toma approached us with a clear goal: to create a modern, dynamic brand identity that mirrors their technological innovation while maintaining trust and accessibility. The objectives included:
- Modernization: Update the visual identity to appeal to tech-savvy audiences and position Toma as a forward-thinking leader.
- Consistency: Align brand elements across all digital platforms to ensure a cohesive user experience.
- Engagement: Incorporate interactive and motion-based elements to enhance engagement and communicate the brand’s dynamism.
Design Stage: Merging Brand Elements into the Digital Platform
Our design team began by refining Toma’s existing brand elements, ensuring they aligned seamlessly with the digital platform.
- Color Palette:
- We retained the signature Toma blue as a symbol of trust and stability while introducing vibrant secondary colors like green and orange to represent growth and energy.
- Typography:
- A modern sans-serif typeface was chosen for its readability and contemporary feel, paired with a bold display font for headings to reinforce confidence.
- Logo Refinement:
- The Toma logo was simplified for a more minimalist look, ensuring it remained recognizable and adaptable across platforms, from mobile apps to desktop interfaces.
Key Design Features
The revitalized Toma platform was designed with both functionality and brand storytelling in mind.
- Intuitive Interface:
- A clean, grid-based layout ensures users can navigate the platform effortlessly, whether tracking deliveries or analyzing logistical data.
- Data Visualization:
- Custom charts and infographics were designed to visualize complex delivery metrics in a user-friendly manner, making data actionable at a glance.
- Human-Centric Imagery:
- Photography and illustrations of delivery drivers, packages, and urban landscapes were incorporated to humanize the platform and connect with the end users.
- Responsive Design:
- The platform was optimized for various devices, ensuring a seamless experience on mobile, tablet, and desktop.
Using Motion to Bring the Design to Life
o further distinguish Toma’s brand, we integrated motion design throughout the digital experience.
- Micro-Interactions:
- Subtle animations, such as buttons that respond to hover states and delivery icons that animate on load, enhance the platform's interactivity.
- Loading Animations:
- A custom animation of a delivery vehicle moving along a path was introduced during loading screens, reinforcing Toma’s focus on mobility.
- Dynamic Transitions:
- Smooth transitions between pages and dropdown animations provided a polished, cohesive experience that maintained user engagement.
- Illustrative Motion:
- Animated illustrations depicting logistical workflows and delivery routes were added to tutorials and onboarding screens, making complex processes more understandable.
A Brand Poised for Growth
The revitalized Toma brand successfully bridges the gap between innovation and accessibility. By modernizing their visual identity, creating a cohesive digital experience, and integrating motion design, we helped Toma position itself as a leader in logistical and mobility tech. The updated platform not only enhances functionality but also tells a compelling brand story that resonates with both clients and end-users.
As Toma continues to expand its SaaS offering, the revitalized brand ensures they are poised to navigate the future of online delivery with confidence and clarity.