PurchasePlus is an end-to-end purchasing platform designed by hospitality, for hospitality. As the post-covid world reopens, an updated corporate vision called for a modernised brand system that reconnects with the industry.

Researching current perceptions and customer journeys, we transformed PurchasePlus to look distinctively different from competitor platforms. Embracing human elements and injecting joy, purchasing becomes demystified for all levels of hospitality.

We created a full identity system for PurchasePlus — from logo through to website concepts.

Retaining a plus-sign in the logo was central to our design brief, but we wanted to add new layers of meaning to align with the brand’s new values. The new icon symbolises an intersecting marketplace for buyers and sellers. It’s leaf shape embodies the company’s new slogan: ‘the better way to grow’. Streamlined shapes represent steps moving onwards and upwards via digital transformation. The logo’s digitally-optimised font was customised with some quirky touches, to bridge between the industries of technology and hospitality. A distinctive colour palette was inspired by the energy of trading and electricity of nightlife.

Adding warmth to the powerful platform was achieved through an animated character set. Always extending a helping hand, the Longarms help everyone in the hospitality industry. As the user’s friendly hosts, they explain features and demonstrate benefits of the software.

To future-proof the identity, web accessibility was incorporated into every stage of the roll-out. Customised icons and animated scenes echo the geometric shapes of the logo. The image bank was refreshed with authenticity, diversity and vibrance — portraying people working in a multi-sided ecosystem that helps everyone grow.