Similie

Similie came to us with a logo that no longer reflected who they were. It felt generic and dated, and it didn’t capture the innovative work they do. Moving to a new identity was a big step, so we worked closely with the team to show what a new brand could achieve. We began by defining their personality: innovative, reliable, warm and practical. We likened them to a smartwatch for the environment, constantly tracking data and alerting communities so they can act early.

We explored a wide range of logo concepts, drawing on the strongest elements of the original, like water drops, flowing streams and the S shape. The final wordmark carries a subtle water drop within its letterforms. We extended its flowing line into a set of custom graphic elements that run throughout the brand. The result is simple, memorable and clearly connected to the water and climate data at the heart of Similie’s work.

Once the new identity was approved, the project quickly gained momentum. We created comprehensive brand guidelines covering the logo, colour, icons, graphic elements and social media, organised in a shared Figma board the team could easily use. We then designed custom icon sets, print brochures, an annual report, business cards, slide and social templates, exhibition materials and a new website, giving Similie a confident, consistent presence wherever they go.

We carried the new identity onto Similie’s website, using sweeping aerial imagery of rivers and landscapes alongside the brand’s signature flowing line. The result feels expansive and full of purpose. The same look extends to their exhibition stands and pull-up banners, so Similie is just as recognisable at a trade show as they are online. Wherever people encounter the brand, it tells the same story of clear insight and care for communities and the environment.