Adding form to function: branding for NGO software platform, Abvius that aids user experience without distraction.

Function first, form later. That was the thinking for France-based SaaS platform, Abvius. Abvius is an all-in-one ERP for NGOs; full-service and modular, it ticks every box that an NGO needs for its day-to-day running. Its functionality is its total offering, so it’s natural that refining and perfecting the development was higher up the priority list than the branding when it was first established.

Abvius came to us when they had a fully working platform, but no name. The app’s UI design itself was functional, but not distinct.

Brand name consultancy is something we offer and always enjoy working on with business owners. The brief here was simple: it should be legible for global dialects, imbue a sense of trust, and naturally, be distinct from other brands both in and out of segment.

We presented the name Abvius, along with an icon and wordmark that looked at home amongst its counterparts, along with a gentle colour palette that aids user experience, rather than dominates. We chose a typeface with personality, aiding brand recognition in its own right, that can be used sparingly across the app’s UI design rollout, but more extensively in its marketing materials.