Growing is often used to refer to increasing in size. To invoice more or to have more people on the team. But there's also a kind of growing that has to do with maturing, with completing stages, with moving to the next level. With knowing yourself and gaining confidence.
In our case, in addition to all of the above, growing also has to do with adapting to a new forced reality that we're leveraging to gain momentum and consolidate what we've been building for years.
At Soluble we're clear that we're here to be happy and make people happy as many as possible. To enjoy and make others enjoy. Until recently, this happened mainly in the physical world, with face-to-face interactions, hand in hand. Now, (almost) everything happens in the digital world, on screen, and we face the challenge of continuing to be who we've been all this time.
We've seized this new reality to get organized, to better tell what we've been doing for years and to share our roadmap.
Branding for all
Let's be clear: branding doesn't have the best reputation. It's always attributed to something vague, slow, expensive, and for the big players. But the truth is that branding is nothing more than a set of tools and strategies that allow us to capitalize on an asset every company has: their brand.
And if that's the case, wouldn't it be wonderful if every company could benefit from that extra boost that comes from putting their brand to work? After all, a healthy brand buys you time to pursue a purpose, to fulfill a mission.
That's what we're about. In a thousand different ways, from day one at Soluble we've looked for ways to make brands have a positive impact on business and society. To build value (chupito) that translates into return (chupito). Resources and processes that create bonds between companies and people.
Liberating branding means making it accessible and understandable. Equipping companies and their teams with brand creation and management tools so they can afford to focus on what they are rather than what trends dictate or what comparisons say they should be.
Identity of contrast
This way of understanding what we do deserves to be told at every opportunity, and what better occasion than our own identity.
We have the experience and knowledge and we work hard to make them accessible and demystify them. We are rigor and precision with ease and authenticity.
We have our methods, processes, and structures that form the working framework where we can achieve excellent results while being natural, spontaneous, and even a bit romantic. Being who we are.
We have a canvas where we can be freely. This is our identity.
At a verbal level we set minimum guidelines that reinforce authenticity again and again. Steer clear of posturing and pretense to show who we really are. In speech and writing too. At a visual level a wonderful universe of possibilities opens up.
Our visual identity revolves around a typeface (Rand) deployed with rigor and precision that articulates a space where we can exist, where we can express ourselves and add touches of emotion.
Which is why having the tools that let us express ourselves is just as critical as the typeface or grid. These tools will be native to each channel, though we'll create our own in every instance.
Strokes, colors, gifs and emojis as accents on sober and rigorous canvases of blacks and whites. We count on the smile as a visual system, something as imprecise as it is beautiful and inspiring.
We have a new identity where not everything goes, but anything can be.
We brought all of this to our new website, where we take our time to introduce ourselves and explain what this is all about. And where we invite anyone who visits to also be, completing what they see on screen with the drawing tool.
Submissions will be published on this Instagram account to create a dialogue between the team and those who share their art with us.
The idea is to tell more, much more, to break down every detail of everything we covered in this first article. For now we've managed to launch our new expanding universe where, quite simply, we can just be.
Stick around here close by.
S-)
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