Branding for the tech start up - Submer
Overview
Overview
Submer develops highly efficient and eco friendly Immersion Cooling solutions for any kind of IT equipment that saves 50% on electricity and 85% of physical space for data centers, cloud providers, AI/Deep Learning and blockchain/mining.
The focus of the project was to develop an image of a strong brand that will lead to a greener future of Immersion Cooling.
“Immersion cooling is an IT cooling practice by which IT components and other electronics, including complete servers, are submerged in a thermally conductive dielectric liquid or coolant. Heat is removed from the system by circulating liquid into direct contact with hot components, then through cool heat exchangers. Fluids suitable for immersion cooling have very good insulating properties to ensure that they can safely come into contact with energized electronic components.”
Role
Graphic Designer
Tools
Illustrator, Photoshop
Duration
2 months
Company
Submer Technologies
Responsibilities
My responsibilities were to design a brand according to industry visual language and company aspirations. Unfortunately product application were not fully in my control.
Team
Team of 1
Sketches and research
Sketches & Research
The main findings from the creative brief, industry research and competitors analysis were:
Client really wanted to give a modern and confident look to the Submer brand - as all the competitors were quite outdated or very “start-up” looking.
In the industry colour green had a connotation to previous waves of products in the industry of Immersion Cooling - which was something the client wanted to avoid (the colour green was connected to eco-friendly solutions).
Key takeaways at this point were:
The liquid cooling equipment in Submer solution is in constant circulation - never stops (infinity idea).
The colour exploration - feeling of wanting to explore FLUO colours as a new take on “green” and the “eco-friendly” area. Wanting to explore waves, letter “S” in a form of circulation etc.
Final 4
Final concepts are expressing key visual findings.
Exploration of waves (top left, bottom right), exploration of letter “S” with a liquid drop implemented (top right) and exploration of infinity sign in context of liquid being in constant circulation (bottom left).
In slides below are included first tries on understanding those concepts in use.
Final Design
Final concept
The final accepted concept is a combination of key findings - circulation of the liquid that is surrounding IT equipment in a SmartPod - expressed in the concept of infinity and colour palette closely related to liquid.
