After defining a personality and voice, it was time to create a visual identity. The visual language needed to be approachable and warm while maintaining a clean, simple, confident aesthetic. We used colour theory to create the appropriate palette and adopted an assured typeface and simplistic logo design. Photography opted against models and showed the real people behind SilverCloud, a diverse group from different backgrounds and ages.
We also enlisted illustrator Daniella Ferretti to create a set of illustrations to represent the programs inside the platform, combined with photography, graphical elements, and messaging rolled out across all brand collateral, such as the website, white papers, ebooks, and digital ads.