Cravens helps SF Software rebrand to Pebble
Schools accountancy applications business SF Software has undergone a rebrand process to become Pebble, with the new identity having been created by Cravens.
The Newcastle based creative agency was awarded the project following a three-way-pitch which was initiated by the Design Council’s Designing Demand programme which helps businesses receive full value from design.
The new Pebble brand was developed by the agency’s creative team Gavin Uren and Tom Lines.
In developing the name and visual identity the team were inspired by the fact that the first counting tools were pebbles, which were arranged on the ground in a grid to form a rudimentary counting machine. It was from this basis that the abacus was invented, capable of surprisingly complex calculations, it is still used all over the world and its instantly recognisable shape is echoed in the logo.
Janis Green, managing director of Pebble, explained: “We wanted to differentiate ourselves from our largely corporate competitors, and knew we needed a brand platform which would help us engage with new and existing customers. We are implementing the new communications strategy developed working with Cravens and already seeing the benefits of using Designing Demand.”