SumAll is a New York City startup building an analytics tool for digital marketing. The data platform allows entre­preneurs and social media managers to take control of their daily work by putting all of their metrics under one combined view.

If knowledge is necessary to make better decisions, one has to be able to access and under­stand infor­mation. A product that focuses on providing the simplest overview possible of all the activities representing a business, along with offering products to streamline the workflow of community managers and digital marketers.

SumAll: App View

SumAll Branding: Logo

Type is a brand manifestation and yet remains one of the least understood components of branding. Designers know, however, that the right typeface has always been a core element of a brand’s identity; just like all other design components such as color, imagery and tonality, every letter is a reflection of a brand.

SumAll chose Proxima Nova a few years ago because it was one of the first complete web-optimized font sets with many styles; its classic geometric sans serif design suited the brand and was not prevalent back then. Just a few months later SumAll ran into the brand issue of not being clear-cut enough. We chose to do a redesign for SumAll’s numbers. They are the most important set of characters considering SumAll is all about displaying data. The Result: Comparing the old Proxima Nova with the new set for SumAll, the numbers are much straighter and grid-based, more masculine and streamlined.

SumAll Branding: Typeface Proxima Nova

SumAll Branding: Numbers Update Proxima Nova

SumAll Branding: Numbers Update Proxima Nova Result

Based on Wordpress, we created a new responsive theme ready to optimize user onboarding via the blog as a marketing channel.

Letterpress business cards in various brand edge colors. SumAll’s brand strategy is to turn data into insights. Over the past years, we’ve made various infographics that went viral. Illustration Style: We developed an illustration style that helps SumAll to clearly explain their brand message: insights by showing data that is easy to consume.

SumAll Branding: Responsive Blog

SumAll Branding: Letterpress Business Cards

SumAll: Marketing Material Infographics

SumAll: Marketing Material Infographics

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