We worked with them initially to establish a brand strategy, in order to steer their direction. Clarity was a key word, especially linking to their logo, a symbolic eye and the product name, Prophesee, also relating to clear vision. The words they were comforatble to own were ‘beautiful, considered, clean, accessible, precise.’

Part of the challenge was to decide how to prioritise a lot of information on each screen. The answer they were delighted to adopt was to keep top level information at a glance, and by selecting any one panel for further detail, more information is featured front and centre of the screen in the larger main area. There were also breadcrumbs to lead to you to even more detail – the software’s AI logic behind its recommendations.

Circles became the visual link to all the information portrayed, coming from the 3RDi logo. Also from the logo are the colours red, amber and green, so we used the traffic light system to signify major issues, minor issues, or positive results.

Beauty is expressed by using jewel-like bright colours on a very dark background palette. This can be switched to white also, so the colours were chosen to work equally clearly on either background.

3RDi founder Akshay Malhotra says “David took us through the process firstly by understanding how we want the world to see us. Following that, we then dug more into the details of the project, during which David demonstrated an innovative thinking process that significantly changed the way we viewed our own product. He came up with fresh ideas and I clearly got the feeling that he had spent considerable time thinking about our problem and how we should solve it.”

I’m sure this platform is the future for sales teams and that (given the right assistance) they will find a receptive market. I’m hoping we will play a part in their ongoing journey.