HVR brand
Overview
HVR is a data integration software technology with unique capabilities to process high volumes of data in near real-time, making it a very desirable solution for many enterprises.
HVR brought me on as their first in-house graphic designer in 2017. I was part of an integral team that grew the company's ARR (annual recurring revenue) from about $4 million/yr to about $36 million/yr, at the time HVR was acquired by the unicorn, Fivetran, in late 2021. In those 4 years, I gave the brand a couple of major uplifts, built the design system, re-created the website twice, and created and ideated all campaign assets for Marketing, Sales and other departments, while also building a design team of web developers and designers.
This project highlights the latest brand refresh for the company prior to its acquisition.
My contribution
Creative Direction. Brand Identity. Brand Strategy. Illustration. Web Design. Project Management. Event Design.
The team
Year
2021
Process
Old brand
Prior to my arrival at HVR, the company had dedicated minimal resources to its branding. The brand relied heavily on an over-used 'high-tech' imagery style that vaguely referenced data and had an incongruous pastel color palette.
Exploring ideas — fresh data
Let's jump ahead to the last iteration of the brand identity. At that time, in early 2021, the USP (unique selling proposition) centered on an idea of fresh data at scale— near-real-time data insights that enabled businesses to make decisions on the most up-to-date information and gain a competitive edge. HVR's log-based change data capture (CDC) technology made it possible to integrate large volumes of data with low impact on the source or target systems.
But the company needed to stand out from the crowd visually as well. Before I joined, HVR utilized a lot of the same stale, futuristic stock imagery of its competitors and could have more effectively articulated and illustrated the real benefits and architecture of its powerful technology.
It was important for the new brand identity to incorporate this concept of fresh data, humanity, boldness, and to bring precision and clarity to its function.
