We craft your web and mobile products, on time — this was the first claim presented by Whitesmith, a software developer company for startups and new products. The clues to the visual identity were, of course, related to their practice, but also to their name.
The semantics of the word Whitesmith concern a metallurgical profession that involves mostly finishing and polishing work. This professional metaphor carried enormous significance to the company's unique value proposition. The brand has its symbol in a W constructed in this act of refinement, with a heavy bulk that unfolds and defines something thinner and finer. It has everything to be light, like the products it sells, and at the same time unpretentious like the service it enables. The rounded corners add for a less pointed look that goes with the light san-serif typeface used for the logotype.
The term craft turned out to be the epicenter of the concept. This care and attention to detail, transforming what is raw into something more responsive and refined, gives a touch of fineness that often we do not associate with digital products. But that's what Whitesmith offers: a rigorous capacity to refine an idea, a product or a service to the web/mobile universe.