Building brand strategy for a tech startup
Our ask
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Our ask •
CLARVOS is a technology startup that helps companies make smarter branding decisions by uncovering how different psychographic communities connect emotionally with products, campaigns, and cultural moments.
As a student team, our task was to build CLARVOS a brand identity, complete with a new logo, color palette, type face, and website mockup.
Our proposal earned first place and a $1,500 prize, recognized for its creative application of psychographic data, clear storytelling, and actionable roadmap. Scroll down to see our thoughts, from ideation to pitch, and our final deliverables.
So, how do you pitch a brand vision for a company that’s barely started?
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Our logo reimagines the “C” in Clarvos as a subtle break in a linked chain — a symbol of strength, emotional resonance, and interconnectedness. This visual metaphor aligned with Clarvos’s core mission: connecting brands with the emotional truth of their audiences. Unlike the overly slick or sterile aesthetics common in the tech space, our mark introduced a human-centered element that felt precise, modern, and grounded in meaning.
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We paired Avenir with Inter to reflect Clarvos’s balance of sophistication and humanity. Avenir brought structure and polish, while Inter added a softer, more human touch. The result was a typographic system that felt both credible and emotionally intelligent — legible for CMOs, and inviting for design-minded users.
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The homepage follows a narrative arc designed for speed, relevance, and depth — starting with a bold brand promise (“Link Emotion to Advantage”) and guiding users through resonance tools, case-specific solutions, and calls to action. Navigation was minimalist and frictionless, prioritizing solutions, who we help, and how it works. This layout respected the cognitive load of busy brand managers, reinforcing Clarvos’s core value: clarity without compromise.
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Clarvos isn’t just another analytics platform, but a human-first intelligence partner. We defined its brand personality as a blend of the Sage (truth-seeking, analytical), Visionary (future-oriented, emotionally intelligent), and Creator (innovative, thoughtful). Our tone was informed but never condescending, confident without ego, and always empathetic. Every design and copy choice was made to evoke confidence through clarity.
At its core, we want Clarvos to stand for:
Transparency – We believe in making emotional connection measurable and actionable.
Innovation – We push the boundaries of marketing intelligence, evolving beyond traditional engagement metrics.
Customer-Centricity – We exist to empower brands to better serve their audiences.
Foresight – We help businesses anticipate consumer sentiment shifts before they happen, ensuring they stay resilient and relevant.
See our pitch below
