Brand Identity Repositioning for Potloc
Potloc dit no to AI hype—and builds trust with precision.
Deux Huit Huit developed a new brand identity for Potloc, repositioning the tech company as a leader in marketing research. Drawing inspiration from luxury, precision sports, and automotive design, the visual system emphasizes performance, clarity, and data mastery through a bold logo and a refined black, white, and red palette.
Insights
- Deux Huit Huit recast Potloc from a tech platform into a leader in marketing research, aimed at decision-makers in consulting firms and investment funds — a repositioning rather than a visual refresh.
- The visual language borrows from luxury, precision sports, and automotive design, using a bold logo plus a black, white, and Potloc Red palette to signal rigor, impact, and clarity.
- The studio says the new system includes streamlined data visualization and a design system/brand guide, so the identity isn’t just a logo refresh—it supports how information is presented across the website and platform.
- A key differentiator in the case study is the explicit distancing from “opportunistic narratives surrounding AI,” instead framing Potloc as a reference in data analysis through mastery of insights rather than hype.
- The project was published by Deux Huit Huit (Montreal) in 2024, under the broader categories of Brand Strategy, Branding, Website & Platform, emphasizing a full repositioning rather than isolated visual changes.
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