FERROL: identity for an AI sales platform
FERROL reads cable lists, matches every line to a distributor's stock and drafts the quote the same day. Its whole brand is built from one cell with two bends.
Challenge
Distributors receive cable lists as emails, PDFs, spreadsheets and photos of handwritten notes, and the sales desk matches each line to the catalogue and to stock by hand before pricing it. The first complete quote usually wins the order.
The brand had to work for people who price cable all day. It had to use their terms, put numbers before claims, and hold at 16 px in a browser tab, on a printed quote and on the side of a delivery van.
Result
The guidelines run to 55 pages, written for designers, marketing and the sales desk. The mark, the pattern and 16 icons are drawn from one cell, the product runs on 4 modules and 3 agent states, and the presentation system has 6 slide types.
The identity is applied to the first screen of a website, the core product screen, a printed quote, a cable drum, workwear, a delivery van and a trade show stand. The same files cover every size from a 16 px favicon to the side of a van.
Conclusion
The whole brand grows from one cell. Two bends make the mark, the mark sits inside the pattern, the pattern shows the agent at work, and the icons reuse the same bends. A designer who learns the cell can extend FERROL with the rules already in the guidelines.
Next case
BAZA: Identity for Strength and Service
