Supercharge your workflow

Client

Slate

Sprint type

Brand Push

Timeframe

10 days

Challenge

Slate is a content creation platform specifically designed for social teams by social teams to strengthen brand consistency and supercharge creative workflows. With a unified end-to-end content creation experience for on-the-go editing, media management, real-time collaboration and AI-powered workflows, Slate helps teams move fast, stay consistent and create with confidence. If you create with Slate, you’re always ready, always first and always on-brand. At Sprint Department, our challenge was to help Slate establish a robust identity to equip their team with the assets to match their ambition. While helping Slate’s leadership reinforce their position in the market as the creative home for branded content creation.

Strategy

Slate identified early that, in today’s market, content is the core of a business infrastructure. And if social media is now the primary growth engine, Slate is the rocket fuel.

If you want to win at content, you have to move at the speed of social. This empathy and obsession for optimising timelines that help work flow, became our early creative sparks that emerged from the Director Workshop on day one.

The identity needed to represent the drag-and-drop speed and ease of the platform, especially at the product marketing level. While also chunking up to a masterbrand identity to help Slate dominate and define their category as they enter new markets.

Identity

Slate has, and continues, to build equity in their logo at the Enterprise level, so it would have been counterintuitive to force change.

Slate, although synonymous with green, had too many legacy greens in play. We calibrated a wider palette, still dominantly green, but rooted in a richer world where every colour and texture worked together.

Case studies were the dominant narrative the identity needed to enrich and support. So, it was important to be bold but consistent in masterbrand comms. As well as distilled but distinct enough to feel a part of the Slate universe even when customer logos and imagery frequently featured. When a brand exists to serve other brands, there needs to be a lot of dominant and recessive qualities present in the identity that can shout and whisper as required.

The focus was to define the system with the least amount of components that unlocked the maximum amount of variations to help the identity feel unlimited and the output of unique executions infinite.

Outcome

In the spirit of the product, we wanted to emulate the nature of Slate itself. The idea being that all the assets created for Slate would work inside Slate. A concept the team have already executed on with their recent campaign: Slate Face Off.

A big thank you to Eric Stark, Michael Horton and Christina Le for speedrunning this evolution with Sprint Dept and for navigating the project across three different time zones.

With over 100+ pre-made supercharged workflows ready to go in their Figma library, over 60+ reskinnable designs and best practices and a bespoke 69-page brand guideline, we’re confident Slate can visually enrich and enhance their pipeline and ecosystem. Helping the team move at the speed of their vision.