We created a concept around the idea that Pliance lets you move ahead. When you automate your compliance screenings you can move ahead and focus on the things that really matters instead of manually check every customer. We designed patterns that gives a sense of motion to reflect this idea. During the strategic phase we identified developers as a key decision maker on the clients side. To communicate that Pliance is a product made by developers for developers we created a logo out of a monospaced typeface that is typically used in code-editing software.