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iCense, a spin-off of the Vrije Universiteit Brussel, uses academic research and innovative tools to provide insight into the human psyche. Highly valuable information for anyone who wants to map the internal and decision-making processes of their prospective customers or employees. The company has international ambitions in a niche market and was therefore looking for strong branding, including a new name that would work well all around the world.

As usual, we started with a strategic preliminary stage, resulting in the brand story as well as the new name, Sapience. The clever combination of ‘homo sapiens’ and ‘science’ makes perfect sense and is guaranteed to increase the company’s international acclaim. We are helping the client on their way by describing their academic expertise in accessible language.

The common theme through the branding is the blind spot, or lack of insight into the human psyche, that Sapience can offer an answer to: in the graphics we use circles that are connected to one another by fine lines, and these appear on all corporate identity carriers. The unusual colour palette of grey, purple and baby blue underlines both the academic character and commercial and corporate context.

The same elements appear on the website too: the spherical logo and font function as a nod to the electrodes placed on the subject’s head during a neurological exam. The lines in turn reflect the countless thoughts that humans connect with each other over the course of a day. If you look closely, you’ll notice that the visuals are subtly animated: after all, the human brain never stops moving. From a graphic perspective, these movements make the website that little bit more dynamic.

This rebranding gives Sapience access to a full toolbox to present its brand and service to potential customers in a consistent way. The customer can also share new scientific insights straight away themselves on the website, through the user-friendly CMS.