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Brand Strategy


Led by visionary founders who created the platform believing in the universal power of data, Mode was set to build upon its success within the business intelligence space by making it accessible to a wider range of users in modern data-driven organizations.

With the goal to expand its audience beyond data analysts and reach into the enterprise market, Mode was looking to build an identity that captures its independent spirit, technical sophistication and approachability both as a company and a platform.


New Brand Strategy with purpose, positioninting statement, personality and Visual Identity with updated logo and brand guidelines


Design Strategist


ADC Award 2023

Shifting Modes

Shifting modes is the core behavior of the identity system. An analogous green palette, a variable typeface paired with more hardworking faces, and a constantly shifting graphic language of modular shapes allows Mode to quickly switch from exploratory to analytical expressions. The logo itself is also dynamic, building off the variable typeface WT Zaft² by WiseType.


The strategic positioning of the brand builds on Mode’s optimism for a new era of business intelligence, reflecting a deep commitment to making data easy, fast and actionable. The brand voice aims to make both the power of data and Mode’s product offering feel accessible and creative, shifting the notion of analysis away from being dry and complicated.

Final Strategy

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