Figure
Leaning into the human side of commerce technology. As part of the merger between the wine-commerce technology company 750 Group and the design studio Hoffman & Co., both companies underwent a rebranding process. Hoffman & Co. became Offset, while 750 Group was rebranded as Figure. I led the in-house rebranding effort for both companies, ensuring the process was seamless and cohesive.
Brand, Identity, Strategy, Web
What’s in a name?
The name “Figure” represented three core ideas: 1) commerce, 2) problem-solving, and 3) people. The brand promise was to bring consumers closer to the wine by enhancing the connection between technology, products, and individuals. While it was essential to incorporate the sophistication of a design studio, we also aimed to avoid a typical tech-driven aesthetic. Instead, we focused on creating a timeless, human-centered identity that balanced innovation with warmth.
The custom logotype features a humanized “g” character. (And, no, we were not aware of the shoe company On at the time of this design.)
Apple App Store product tour images for Figure POS
The two logos needed to work well together. The business card is the classic litmus test.
Early explorations
The early design concepts explored a color palette of greens and off-whites, subtly referencing paper currency and emphasizing the theme of commerce for people.
Concepts for photography direction referenced classic wine marketing materials but with an edge.
Early concepts for our color pallette were inspirated from hues found in wine.
We ended up with a brand that strikes a balance between fresh and professional.