Increment Plus is for progress

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Brief

Founded in 2013 as a Web 3.0 research and development company, Increment strategically initiated a rebranding effort, aiming to transition away from its former name and visual identity. This move was geared towards positioning the company optimally for the anticipated phase of growth.

Recognising that the previous name conveyed associations contrary to the true nature of the business—a hub for experimentation and innovation—the decision was made to adopt a more fitting name and visual identity that accurately represents its core values and future aspirations.

Services

  • web design

  • web development

  • collateral design

  • brand identity

  • naming

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Increment project cover
Increment 1
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APPROACH

After various workshops with the team, we proposed the name Increment. The name Increment was a result of building a narrative on the business’s mission: to become a lab for experimentation and perpetual progress. It was clear that the team thrives in a culture of being in constant flux and is “always just getting started”.

Especially in technology it is understood that progress doesn’t happen overnight, but is the accumulation of small steps that compound over time. The word increment feels right at home, not only for its literal definition but also for its position in programming languages.

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Incremental growth is i++

During the discovery phase we learned that the word increment meant more than just an increase or addition overtime, but it is also used in programming languages, making this name a better contender and more meaningful choice for this business.

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OUTCOME

This is when we revealed the interpretation for increment in programming languages which is defined by i++. The symbol for increment found its way in the visual identity, from the logotype to the icon and other elements the brand touchpoints.

Increment is about positive progress in perpetuity and we presented this through an effective visual identity which started off from the name Increment and its definition.

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