Shufti

Background

Shufti is a major player in the global Identity Verification (ID-V) market, serving over 240 countries and regions worldwide. Looking to expand its global reach, strengthen its valuation in the United States, and be better positioned as a high-value player in the ID-V space, Shufti looked to Phinney Bischoff for a brand refresh. After working through customer research, competitive research and stakeholder interviews, the Phinney Bischoff strategy team uncovered the insight that became the cornerstone of the Shufti rebrand: the Freedom to Thrive. By offering services that hinge on “ultimate adaptability,” Shufti is able to adjust to a rapidly changing threat environment and providing their clients with the freedom to focus on growing their businesses, rather than the constant attacks that threatens the business.

Solutions

Shufti already had equity in their signature brand color, red, which was polar opposite of their competition and the “sea of blue” found in the security sector. As we began Shufti’s visual rebrand, we adopted a strategic approach that respected the importance of this key brand color while expanding the rest of the color palette and introducing a modern update to other key visual components. This included typography that balanced modernity and an approachable humanity, outwardly emanating graphic devices that create focus and highlight the point of connection between humans and technology, as well as a photo art direction inspired by sources of light.

︎︎︎ shufti.com

Credits: Kylie Wagner (lead web designer)

PROJECT TYPE
Branding & Identity
Web Design
Art Direction

STUDIO
Phinney Bischoff

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