Corporate travel technology leader Deem has been repositioned around its spirit of innovation and human-centered view on technology, after a comprehensive rebrand by Mucho.
The massive effort was a culmination of a two-year long, multi-faceted partnership, spanning research, strategy, brand identity, UI design, marketing, and the production of an online launch event.
Mucho was asked to help elevate Deem within the competitive corporate travel management industry. To do so, we used the real-life emotional considerations of business travelers.
By developing a voice that genuinely demonstrates traveler empathy, Mucho created a verbal and visual identity that reflected Deem’s human-centered view of the world, and their core company value that happier employees make for better companies.
Etta is the name for Deem’s new product platform for online corporate travel booking and management. We created it from the acronym of “Easier to travel anywhere” — a simple promise made good by the evolution of the tools that Deem is well known for.
Since it sounds like the name of a person, and not a corporate tool, Etta has the flexibility to evolve into a trusted assistant — a future proof idea that can eventually leverage AI and other predictive technologies to make the life of a business traveler even easier.
The visual identity for Etta and Deem centers around two word marks, with directional arrows that either ascend or point towards the future. The styling of these word marks inspired a complete pictographic language that can be simplified to function as application icons, or can be combined into storytelling narratives and landscapes. It brings an original, friendly but professional character to a typically mundane set of interactions and communications.