A Key Platform
Identity within a
Sub Brand

DUNNHUMBY SPHERE

THE TASK AT HAND - BRAND IDENTITY

A need for clarity

As part of the launch of dunnhumby’s Retail Media Platform, dunnhumby Sphere, my team worked to design the brand identity in collaboration with our UI/UX team.

At the time, dunnhumby had a two prong structure, which meant branding for new products or services was crucial.

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dunnhumby Sphere has been designed to help Retailers transform their Retail Media business in a way that helps them achieve maximum ad revenue and enable massive scale.

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Insight was the core business of dunnhumby and Media was their then budding Retail Media arm. The Media sub brand, dunnhumby media, was characterised by its reduced colour palette and bright yellow highlights.

THE RESULT

An identity that resonates with all users

Initial research and conversations with key stakeholders led towards a more abstract visualisation. Depending on the user, they might see a customer, a petri dish, or even find their own meaning within it.

With a global business focus on “Customer-First”, the dot in the mark was designed to be replaced by customers in communications—literally allowing customers to be in the centre of dunnhumby Sphere marketing.

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The platform itself was to be the one-stop-shop for all of dunnhumby's various products (referred to as modules) - each requiring their own designated mark.

Early stage interviews in this area revealed a clear scalability requirement. While the platform would launch with only a few modules, long-term plans involved migrating the entirety of dunnhumby’s product catalogue to Sphere or an equivalent Insight platform.

To allow for this, we created five user journey segments with their own unique colour designation utilising and expanding upon dunnhumby’s core colour palette.

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