Sequence: a crystal clear system spun out of the Excel grid
Sequence (backed by a16z and Salesforce Ventures) is the AI-native revenue platform for finance teams. Sequence is building an AI first suite of revenue tools to help B2B teams scale their revenue workflows, from contract to cash, in one automated platform.
We worked closely with their team to help navigate their 2.0 brand, bringing forward AI-native concepts into the brand system. We were tasked to build a system that felt modern + fresh, but also resonate deeply with sophisticated finance teams. After a deep collaboration with multiple round of iterations, we built a system inspired by the complexity and structure of the Excel grid - an insantly recognizable finance motif.
We worked closely with their team to help navigate their 2.0 brand, bringing forward AI-native concepts into the brand system. We were tasked to build a system that felt modern + fresh, but also resonate deeply with sophisticated finance teams. After a deep collaboration with multiple round of iterations, we built a system inspired by the complexity and structure of the Excel grid - an insantly recognizable finance motif.
Strategy
Art Direction, Brand Strategy, Research
Visual Identity
Illustration, Conceptual UI, Procedural Motion, Sub-branding
Systematic languages
A core part of Sequence's product has been the structure and organization it brings into finance. We wanted to echo that into the brand and built a language that could scale out of simple grid-like rules.
Dialling up the vibrancy
Using procedural motion and customized shaders we built a more fluid and organic expression of Sequence's colour system, brining out a stronger energy into the language.
We made a showreel
Credits
HEX: Ayush, Xchyler, Shiv, Clo, Elena, Josh, Martin, Laura
Sequence: Riya, Merlin, Edgar, Mo
Sequence: Riya, Merlin, Edgar, Mo
