ABOUT

Systema AI is an Australian technology company, providing retailers and shoppers with
personalised e-commerce experiences. They came to Pelling for a rebrand having worked with an a previous agency who didn't deliver to their expectations. They had, however, created a lot of value prop and tone of voice work, and we were given the strapline 'The worlds leading anonymous personalisation platform for ecommerce' and this was where the concept for the rebrand began.
I took inspiration from the word anonymous, which in the tech world can be a negative and turned it on its head to create a positive, looking at anonymity through camouflage and colour. Camouflage is a way to protect and hide in plain sight and animals that use this method have a range of bright colours available; this is known as disruptive colouration. Systema have disrupted the industry by creating a human approach to enhance the e-commerce experience and the bright colours in the palette reflect this. Placing these colours over imagery gives the illusion of camouflage and safety to the shopper.
This concept captures the human side of Systema using natural photographs of people, some with their eyes shut as these are the 'window to the soul' and another way to show anonymity. Colour is an important theme throughout the entire brand used in the graphical device and typography.