Radar

Since 2016, Radar has been on a mission to connect the digital and physical worlds with location infrastructure for every product and service. With the most ambitious launches in company history planned for 2023, my first responsibility in my new role as Creative Director was to take the company through a brand refresh to better reflect the scope of our vision.

Rallying around Location Visionaries as our brand ethos, the brand is expressed through polygon shapes, map elements, and 3D perspective lines representing movement through physical space, and how Radar powers the connection between the digital and physical worlds. It has a modern sensibility — all against a bold, refreshed color palette. And it’s designed to work across a diverse range of industries and customers, with modularity and flexibility in mind.

The Brand and Product design teams worked together to seamlessly integrate the brand refresh into the product experience, and vice versa. At Radar, our Brand and Product Design teams are part of the same org, helping to ensure a consistent and cohesive experience across every part of the customer journey, from sales and marketing to the product.

The refreshed brand was officially rolled out at our second annual Radar IRL conference, with a new homepage design and brand sizzle reel unveiled during the keynote. The event design itself was the perfect opportunity to push the boundaries of the refreshed brand. We went all in on the bold color palette, graphic patterns, and motion graphic experiences that embraced the more playful and energetic side of the brand — all centered around the pulsing user location dot, of course, to guide attendees through the event space.