Brand & portfolio architecture | Tobii

Helping a SaaS and hardware company launch a new insight services offering

An eye-tracking software and hardware company wanted to bring to market a new service business, called Tobii Pro Insight. This daughter company needed to look and feel distinct yet related to the mother company, Tobii Pro.

I developed a unique market proposition and message platform that still served the mother company’s brand promise. Then I restructured and named the entire portfolio to better engage their customer segments and clarify their offering. My design team set a powerful new visual identity that carried strong links to Tobii Pro, and I wrote all copy communicating their offering across touch points.