The still-young Toronto shop Shape vs. Colour has just completed the rebranding of Dominion Voting, a provider of elections technology and services around the globe.
Formed in 2010 by partners Steve Goode and Matt Darlington, Shape vs Colour has overhauled Dominion’s visual identity and communications material, including its website, logo and sales materials.
According to Goode, principal at Shape vs Colour, it had been a long time since Dominion Voting’s last branding. “The company’s look was very old and it was time for a refresh,” he said.
Headquartered in Denver, with a Toronto office and clients stretching from New Jersey to Serbia, Dominion’s new positioning revolves around its personnel. As part of the new marketing strategy, the company had employees and customers alike complete a questionnaire asking about the company’s key strengths.
While its competitors may have similar technology and products “we discovered it’s the people at Dominion Voting that stood out,” said Goode. “When we developed the website, we did it from the perspective of the individuals their clients would be talking to. It’s a campaign featuring portraits of Dominion Voting employees working with customers.”
The company’s history of election involvement was communicated through the new ballot box brand mark.
Currently, Shape vs Colour is working on the voting machines’ interface design and user experience with a focus on accessibility, as well as developing case studies for the Dominion Voting website.
