The guys at content_gap invited me to create a brand identity for their new marketing automation tool. The tool itself finds the gaps in your content on your website and helps you fill those gaps with the right words. For me the underscore ‘_’ became a metaphor of an open space that needed to be optimised. Also the underscore symbol has a link to programming languages, because the tool searches through your html content to find missing keywords.
The visual language is also based on a metaphor. Just like the toy building blocks where children need find the right block to put in the gap, the visual language is based on those simple shapes. Circles, squares, triangles and many more become playful elements telling a story of content elements falling in place.
Working on the design of the website would be the end result and completed the identity as a flexible digital identity.
