Jaret Kelly Benson

Client (in-house)

CORE by Enseo


Discipline

Brand Identity, Typography, Campaign


Sector

Hospitality, Technology


Role

Art Direction

Graphic Design

Visual Identity


Team

Cara Curley, research

Lindsay Robertson, marketing

Jonathan House, animation


Name and brand identity for a reimagined platform providing the next generation of hospitality technology solutions. CORE is the most powerful, adaptable, and innovative solution available.


The new brand image conveys the story behind Enseo's public perception. Drawing on over 24 years of brand history, it remains recognizable to customers. The refreshed brand positions the company at the center of the hospitality industry, emphasizing its commitment to creativity and connection. Enseo has long been recognized for its trustworthiness, reliability, and inventiveness. This new, dynamic brand image effectively communicates these core values and more.

campaign launch video clip

TASK

Enseo’s technology platform, which powers the hospitality industry’s most advanced digital TV interface, needed a name and identity. The service underwent significant engineering and technological upgrades and was ready for a public release and promotional campaign. We were tasked with designing an identity package, including sales collateral and branding materials, to reflect this transformation.


The logo and identity needed to be simple and appropriate, representing a modern and unique guest experience that connects people to a digital world they can control. It should be a bold symbol supported by a robust and reliable network of digital architecture.

SOLUTION

The bold new logo embodies Enseo’s identity and offerings, representing a robust and reliable network of digital architecture while capturing the brand’s strength and power. Its simplicity works at any scale, from mobile devices to billboards. Elemental geometry establishes design rules that could generate a wide range of flexible layouts. The logotype reinforces the circular theme.


The evolved identity features refreshed colors for digital impact and a new brand name designed to express the bold and dependable ambition behind the brand. The visual language builds on the recognizability of the current Enseo color scheme.

RESULTS

We built an entire design system from carefully calibrated colors and circular geometry, from layouts to icons to typography. And as we advance, the name alone is undeniably powerful—representing Enseo worldwide. The recharged brand introduction captures the strength and power of Enseo, expressing what it offers and strives for.

PROCESS

In our research, even Enseo’s technology platform was unrecognized internally. This lack of education reaffirmed the great importance and need for this project.


We conducted comprehensive market research on the name to gain insights into other logos and industry trends. This included identifying target demographics and analyzing competitors. After that, we developed logo concepts. The initial design stage transitioned to making logo revisions and final adjustments. Ensuring the kerning, scale, and letter C were right posed the final challenges to overcome. Throughout the process, the focus remained on constructing a design framework with precisely balanced colors and geometrical elements, resulting in a strong and easily recognizable brand representation.

logo animation prototype