Docusign tirelessly built its brand identity with its internal team over several months, and there was much to be said about the early mornings and late nights creating it.
BASIC/DEPT® came in to tell the behind-the-scenes story and give the public a peek behind the proverbial curtain.
Bringing agreements to life
We set out to resonate with disparate audiences: Docusign users, the press, potential investors, the design community, and anyone interested in how a brand refreshes itself for the future.
An immersive online storytelling experience invites you to tour their new identity through core elements: typography, motion, sound, graphical elements, and, of course, the new logo. A “museum-style” flow gave visitors the freedom to explore. In the process, they could learn how every detail was considered to create a new narrative around a theme of agreement.
Playing with visual language to fit a new narrative
Their identity was created in-house, with us as their agency running parallel. Our design and copy team were in lock-step, rigorously exploring to create a narrative thread — a collaborative effort that compelled the client to think differently.
Bringing life to the static
We explored ways for visitors to interact with the brand elements that felt like a natural analogy to Docusign’s commitment to bringing static documents to life.
Exploring sound theory
Docusign engineered an amazing sound theory with thoughtful attention to how audio can create emotion during key moments: signing a document, delivering it, and so on.
As their agency for the big announcement, we helped create interactive moments for visitors to experience how audio can be an integral part of a brand refresh.
The shape of agreement
A set of basic, geometric shapes inspired Docusign’s pictograms, illustrations, and other visual elements. We deconstructed them and then built them back up to show how visual agreement is made for the brand.
We harnessed the power of motion and Lottie animations to craft a vibrant and engaging user experience that could be brought to life seamlessly on virtually any device.
By integrating dynamic visuals and seamless animations, we simplified complex concepts, making the website both engaging and easy to navigate.
The one-page scroll delivered smooth storytelling — often interactive and always moving forward.
Technology that could not drop the ball
We built static React frontend components and passed placeholder data, which could later be connected to Docusign’s CMS. We removed the CMS coupling for efficiency but ensured the infrastructure was in place for implementation.
You all are so amazing; I want to cry. It’s so beautiful and I’ve always wanted to do something like this for five years now. It’s so good, so good, so good.
Carla Weis Head of Brand & Creative, Docusign
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