Vastly

Services

Branding, Corporate ID, Brand Standards, Website

Industries

Technology, AI & B2B SaaS

Office

USA

01 — Brand identity for an AI-powered B2B SaaS platform

A clear and enduring creative direction

My role: Creative Director, leading a creative team and providing counsel to the messaging team.

Ed Pires authored the complete Vastly brand identity: logo, visual language, brand standards and website design. Vastly's Ekanos platform uses AI to connect and orchestrate business systems.

The brand guide establishes the creative direction for the company as it steps into its identity for 2025 and beyond. At the foundation is a simplified Vastly logo designed for stronger impact, easier recognition and greater long-term equity.

The Thin logo remains the primary mark. A Thick version was added for very small applications, so the identity stays clear and readable when fine lines would otherwise disappear.

02 — Alternative modular logo

The chevron mark: simplify, amplify

An alternative modular version of the logo pairs the wordmark with a chevron symbol built from two strokes named Simplify and Amplify. The modules work together or apart: the full lockup, the wordmark alone, or the chevron on its own as an avatar.

It runs in Vastly red, navy and teal, in solid and outline versions, on light and dark grounds.

03 — Brand architecture

Fusion, a child brand under the Vastly umbrella

The simplified parent logo creates room for the Fusion logo system. Fusion lives under the Vastly umbrella without diluting the authority of the parent, and it has the strength to stand on its own with a design system that complements Vastly rather than mimicking it.

04 — Visual language

Color, typography and negative space

A new color palette creates harmony and contrast while improving legibility in digital and print. Roboto carries every digital application, chosen for its range of weights and on-screen clarity. Meta is introduced for print and copy-heavy documents, where an 8 point paragraph reads like a typical 9 point face.

Ample negative space is a key design principle. Generous breathing room around information keeps presentations open, calm and uncluttered, so content feels premium and intentional.

05 — Standards applied

Homepage as a model for brand application

The homepage applies the brand principles with clarity and discipline, showing how simplicity, hierarchy and negative space create a sophisticated digital environment. It presents Vastly as the parent brand while Fusion appears as a distinct but connected extension.

Color, typography, line art and photography all follow the system, so the homepage serves as the blueprint for every interior page.

From Noise To Clarity

The brand book describes the building. The visual system is the building's structural code.

Next Project

Iconist