Halo branding

Overview

When mTab needed a proper brand identity for Halo, its flagship product, I was the designer on it. I worked directly with the CEO, the CPO and the Marketing team to agree the visual direction and then deliver it.

Challenge

The platform had evolved significantly, but the branding hadn't kept pace. Halo had become an enterprise platform used by some of the biggest brands in the world, and it needed an identity to match: minimal, professional, and able to hold up across product UI, marketing, sales material and presentations.

My role

I led the branding from concept to delivery. Working with the CEO and CPO kept it aligned with the company's positioning, and Marketing kept it practical for everyday use.

The goal was a simple wordmark that illustrates the "halo effect" behind the name. In market research, it's the tendency for one strong positive impression of a brand, like its design or its service, to make people rate everything else about it higher too.

Researchers watch for it in surveys, because it can blur how people rate a brand's individual attributes.

I built a full logo system: marks for mTab, Halo and a combined mTab Halo, each with horizontal and vertical variants and colour options. The palette centres on a focused set of blues, aligned with the product's Fluent-based design system. Brand guidelines, presentation templates and supporting assets keep everything consistent.

Outcome

The new branding pulled Halo's presence together across the product, the website and everything we put out publicly. Marketing and Sales had a clear toolkit to work from.