Our Process Overview
What we did
- Brand strategy and visibility positioning
- Verbal identity for owners, buyers and authorities
- Logo and visual identity system
- Brand applications across the platform
- Typography, colour and graphic language
Overview
Most local businesses are open, trading and serving their communities, yet many cannot be found by the people looking for them. Adoptic is a business community platform that gives every registered business in Tees Valley a profile, scores its digital presence, and connects it to buyers, partners and local authorities.
The challenge was a brand that had to speak to four audiences at once: owners who want to be found, buyers who want to trust who they hire, businesses looking for partners, and councils measuring digital adoption. The identity needed to feel credible enough for a local authority and accessible enough for a café owner.
We built the brand around visibility as the starting point for opportunity, then designed a verbal and visual system that makes a technical idea feel simple, trustworthy and local.
Visibility as the starting point for growth01
Adoptic is more than a business directory. A business can trade in a community for years without being easily found online, and every missed search is a missed customer.
We built the brand around one idea: visibility is where opportunity starts. "Your business is open. Is it visible?" turns a technical gap into a question every owner understands.
That idea connects visibility to trust, partnership and local economic growth. It gives business owners, buyers and local authorities one shared reason to be on the platform.
A voice that makes digital presence understandable02
Adoptic has to explain digital visibility to a café owner and evidence it to a council officer, sometimes on the same day. The voice needed to make a technical subject feel understandable without losing credibility.
We shaped a voice that is plain, warm and direct. It leads with what a business can do next rather than what it is missing, and it backs every claim with something concrete, like one clear score across five signals.
Each audience hears the same brand with a different emphasis: encouragement for owners, reassurance for buyers, and rigour for local authorities.
An identity that connects businesses with opportunity03
Every design decision started from the same question: does this help a business be seen? The identity had to feel credible to a local authority and accessible to a small business owner, without becoming two different brands.
The logo, typography, colour palette and graphic elements work as one system, built to stay recognisable on a shopfront sticker, a business profile and a district dashboard.
Scores, tiers and the verified badge are treated as brand assets in their own right, so the moments that matter most to an owner look consistent wherever they appear.
A brand that works across the whole platform04
Adoptic serves several audiences with different jobs to do, so the identity had to hold together across all of them. It shapes the website, business profiles, digital visibility scores and promotional materials.
Unclaimed profiles, scores and verified badges are the most visible moments of the brand, so we designed them to be clear at a glance and consistent everywhere they appear.
Whether someone is claiming a listing, searching for a supplier or reviewing a district, they meet the same brand.
