Nuance
Brand Identity, Digital Design, Packaging
Brand identity for a behavioral science collective focused on digital behavior change and enabling organizations to harness the best of behavioral science in tech, to achieve positive behavior change in the world, at scale.
Nuance is the new cool kid on the block in the world of behavioral science consultancies. Formally introduced as "a behavioral science collective enabling organizations to harness the best of behavioral science in tech, to achieve positive behavior change in the world, at scale".
In the founders of Nuance's own words "Human behavior is complex. In bridging the gap from science to application, the true essence of behavioral science often gets lost in translation." With a bold objective to capture the importance of paying attention to nuances that easily go unnoticed, the brand identity embraces highlighting fine details over making grand gestures and to that effect, magnifies the charm and value in the overlooked.
The Nuance wordmark transforms into an unmistakable logo by connecting its adjoining three letters to form a compelling swoosh-like icon. This seemingly effortless icon (dubbed "The Wave") evokes frictionless interactions in a digital era, and almost goes unseen if one squints too hard or looks too quickly – requiring a double take or two. Call it fate, dumb luck, or a nice coincidence, the seamless combination of "u", "a" and "n" is exactly the key Nuance was looking for to unlock the perfect combination of intrigue and swag in the most subtle way.
There is nothing shy of boldness when it comes to Nuance's visual identity. From the editorials down to the merch, each piece is making the statement: Human behavior is complex. Embrace it, solve for it. Add Nuance.
It was about time that a thoughtfully crafted identity went to bat for an equally thoughtful collective, to ensure that Nuance is creatively prepared for when behavioral science meets digital product design – and perhaps someday, for changing the world?
