ENVI Ecosystem
Expanding a legacy product into an ecosystem.
My Role:
Creative Lead, Art Direction
Collaborator:
Nate Oscar
BACKGROUND
ENVI is a software product used by image analysts, GIS professionals, and scientists to extract timely, reliable, and accurate information from geospatial data. Since its introduction over 20 years ago, it has become the industry standard for image processing and data analysis with a large user community and a recognizable brand identity.
CHALLENGES
ENVI’s brand identity had not been revisited or refreshed in 15 years.
The existing visual identity of ENVI was outdated: the logo and brand elements were designed for an earlier era and did not align with modern design principles or the company’s current direction.
This was not just about a logo redesign; it was about creating an entire brand system that would communicate ENVI's expanded vision, adaptability, and relevance in the modern market.
Modernizing a brand while honoring its legacy required strategic balance: preserving familiarity for long-time users while introducing a dynamic visual language that could appeal to new markets.
ENVI needed a modernized brand identity that was part of a larger system of ENVI-based, Ecosystem products.
It wouldn't be enough to rebrand ENVI unless it was done in alignment with its new product Ecosystem, and produced a cohesive umbrella identity that allowed for differentiation between individual products.
The existing identity was built to support ENVI as an individual product and brand. A new brand system was needed to support both the individual products (ENVI, ENVI Connect, and ENVI Inform) and the overarching ENVI Ecosystem concept.
This new identity would need to scale easily for use across digital interfaces, print materials, and software UIs, ensuring consistency at every customer touchpoint.
ICONOGRAPHY, COLOR, AND TYPOGRAPHY
We knew that the legacy ENVI logo would serve as inspiration for its modernized form, and that it needed flexibility to use the same mark for multiple products. Previous renditions of the ENVI logo had always included the product name next to the logo icon, and prior to the rebrand we quickly recognized the limits of simply "changing the product name next to the icon." There was no differientation visually from one product to the next.
Because the product had a long legacy and was well-known, we made the decision to rely primarily on the icon standing alone, and only include product names in the header text below the icon. In cases where no contextual text was available, we also made a version with the product name.
We also decided to rely on the "reverse" version of the icon whenever possible. We would use distinct color palettes for each product to visually connect the icon with the product. We chose colors that were bright – a departure from ENVI's existing, mostly greyscale palette. The colors were chosen so that they could stand alone or work together side-by-side.
Since the original logo was created, the corporate typography guidelines had changed. We decided to use the latest typography guidelines, relying on Roboto as the primary font/typeface.
APPLICATIONS
Multi-format + Multi-channel
We applied the new visual identities for the ENVI Ecosystem and its individual products across various platforms, including web, emails, ads, presentation decks, printed collateral, social media, physical trade show booth spaces, videos, and webinars.
These were included in the launch campaign and extended to targeted educational and lead-generation campaigns
Additionally, we worked with engineering teams to integrate new iconography and colors into the software UI – providing a seamless experience for users.
OUTCOMES:
Seamless Brand Rollout: The refreshed brand identity and customer-centric messaging led to a smooth rollout, with current customers easily adopting the new products and messaging. New customers were able to clearly understand the value of the ENVI Ecosystem, driving additional market penetration.
Internal Buy-in and Change Management: To overcome internal resistance, especially from long-time employees deeply invested in the original brand, I showcased how the new visual identity would be applied across real-life scenarios. Updated branded merchandise, trade show materials, and internal presentations helped demonstrate the potential of the new design, ultimately gaining stakeholder support.
Scalable Design System: The new brand system allowed for future product integrations, ensuring that any upcoming products or updates could be seamlessly folded into the existing ecosystem without diluting the brand’s impact.
