"Outward is a digital trade finance platform, streamlining cross-border transactions by providing an alternative to the outdated Letter of Credit system. Our international Escrow service hands back control of the import/export transaction to the customer, and broadens Trade Finance options. Outward’s vision is opening up trade for developing countries and growing the market for all by eliminating banks from the import/export process. We are removing the roadblocks and hidden fees which have made international trade harder for small businesses."
In June 2018, I was asked to join the Outward team and begin working on their brand, marketing and video content. The first step was a fresh new logo to give this disruptive start-up business a unique identity. After talking to Outward's management about the brand and its logo, it became clear that they wanted to have a balance of old and new, conservative and disruptive, something that would mark Outward as sharp and fresh, without shunning decades of tried-and-true business methods and traditions.
My early design sketches all focused around imagery from importing and exporting's most common and traditional imagery: ships, loaded up with stacks of containers, sailing around the world. Using the word "Outward" as an important touchstone, I began shifting away from boats, life rings and ships, and moved towards a navigational compass - a classic, simple concept recognisable around the world, visually simplified and updated for this new digital age of trade.
Once the logo was complete, it became time to work on the supporting marketing from February to May 2019. I animated Outward's logo, both as a solo Compass and combined with the wordmark, and collaborated with Outward's management, freelance content writers, and OnVideo Media to produce three explanatory videos: Introducing Outward, How Does It Work?, and Outward's Escrow service, which you can watch below. Outward's website was designed by me and built by Outward's development team.
