The challenge
SparkCognition's brand system leaned on a modular grid of squares and rectangles, a look that had become very common, especially in Tech. It still needed to feel structured, and not stray too far from the visual systems that had been implemented, but we needed it to feel less common. 

The solution
Keep the grid as a foundation but let the graphics escape it. I built a set of data visualization elements that break out of their modules, run across the boundaries, and overlap with photography instead of sitting next to it, so the system reads as connected rather than compartmentalized. An expanded color palette gave the whole thing more room to move across sales decks, email, and social. I designed the refresh and its applications.