BlueTally, a leading IT asset management platform trusted by global giants like Rolls-Royce, Pfizer, Greenpeace, Vodafone, Unilever, MSC Cruises, Warner Music Group, and Crestron, needed a unified brand presence to maintain the confidence of its high-profile clients. I was brought on to reverse-engineer their existing visual identity, created by another designer, into a cohesive set of guidelines. Working closely with the BlueTally team, I analyzed their website, app, and marketing materials to distill core elements into a comprehensive brand book that ensures consistency across all touchpoints, reflecting their position as a trusted, innovative solution.

My process began with a deep dive into BlueTally’s digital footprint, primarily their website and app, examining everything from logo usage and typography to color palettes and imagery style. The logo, their most valuable asset, required clear rules for application, specifying size, clear space, and color variations to ensure consistent impact. The color palette centers on a light theme with a prominent blue, symbolizing trust in the tech industry, complemented by grays with subtle blue undertones for a professional aesthetic. I also incorporated UI-specific colors for statuses like warnings and success, plus secondary shades for data visualization, adding flexibility while maintaining unity.

BlueTally’s visual language balances reliability with approachability, using sharp rectangles for structure and rounded elements for friendliness, a duality I captured in the guidelines. Icons are outlined, simple, and mostly rounded for an approachable feel, while photography is light and modern, often incorporating the brand’s blue and white scheme. A square grid system, derived from the canvas’s aspect ratio, ensures consistency in marketing materials with a one-square margin for clear space. The resulting guidelines empower BlueTally’s team to create consistent, impactful communications, from emails to campaigns, reinforcing their leadership in IT asset management and upholding the trust of their prestigious clients.