Humatica

Humatica, a consultancy firm specialising in assisting private equity funds and portfolio company leaders, sought to elevate its visual identity to reflect its expertise and services better. The existing branding needed depth and resonance, comprising only a logo, icon, basic colour palette, and generic stock images. Recognising the need for a visual refresh, Humatica aimed to differentiate itself from emerging competitors and establish its leadership in Europe, North America, and Asia.

Humatica faced the challenge of enhancing its visual identity to communicate its niche expertise, target personas, and specific services better. Additionally, it aimed to streamline its website user experience (UX), which was previously overly complicated, making it difficult for users to navigate and find relevant content.

Chaos undertook a comprehensive visual refresh project with the following strategic approach:

Colour Palette Update:

• Introducing brighter, friendlier colours to convey positivity and confidence.

Modular Structure:

• Implementing a versatile modular structure to reflect Humatica’s structured processes and agility.

Distinctive Illustrations:

• Developing a unique illustration style to visually represent the concept of "delivering alpha."

Logo Enhancement:

• Enhancing the logo with a stylised alpha symbol for elegance and creating flexible logo lock-ups.

Website Overhaul:

• Conducting a complete website redesign to improve user experience, modernise the look and feel, and provide clear messaging about Humatica’s services. This included auditing and revamping content for relevance, particularly in the career section.

The visual refresh and website overhaul yielded significant improvements for Humatica:

• Enhanced Market Positioning: Improved stand-out and distinctiveness in the competitive landscape.
• Engaging User Experience: Clear and engaging website experiences, leading to increased audience engagement.
• Effective Communication: Better communication of Humatica's expertise and value proposition to target personas.
• Increased Market Awareness: Elevated market awareness and profile, facilitating the conversion of more private equity accounts into paying customers.

Through a strategic visual refresh and website overhaul, Humatica successfully differentiated itself in the market and positioned itself as the leading consultancy for organisational performance improvement within the private equity industry. The refreshed branding exceeded Humatica’s objectives and laid a strong foundation for future growth and expansion.