Tangent Designed a Consistent Customer Experience for Decibel

Tangent expanded their digital work across a full suite of offline collateral and brand merchandise, completing Decibel’s end-to-end customer experience.

Nobody knows the need for an omni-channel customer experience like Decibel, the London-based digital intelligence platform.

But as one of mar-tech’s fastest growing businesses, its own brand was struggling to keep pace with its ambitious goals, leading to an incoherent experience across its various on- and off-line channels.

Tangent’s brief to was to bring clarity back to Decibel’s disruptive market positioning, drawing on everything from a logo redesign to a completely re-imagined online platform.

Brand Assets

Inspired by Decibel’s mouse-tracking technology, Tangent reconstructed the brand logo through a number of dynamic paths and forms representing web users’ common on-page interactions. The new logo can be deconstructed and cropped to become the major brand element in any number of print or web layouts:

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Web Applications

These newly formed elements gave the agency the flexibility to create a compelling web experience, from interactive infographics that invite visitors to explore Decibel’s complex tool at their own pace, to revised forms and user journeys that make booking a demo or downloading materials all part of the same cohesive experience even when translated for mobile.

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The tool itself was rebranded with the new logo and visual identity, with everything from data visualisations and iconography to the internal navigation reflective of the same impactful Decibel brand.

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Wider Applications

Finally, Tangent expanded their digital work across a full suite of offline collateral and brand merchandise, completing Decibel’s end-to-end customer experience.

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About Tangent

Tangent solves digital challenges and craft memorable customer experiences through product design, tech & conversion rate optimisation.

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