Brand Identity Designer

Job Title Brand Identity Designer - B2B SaaS Platform (MSP / Tech Sector) About the Project We are building MSPiQ, the commercial operating system for Managed Service Providers (MSPs). The platform is in development and approaching launch. We need a brand identity that reflects the significance of what we have built before we go public. We are looking for one designer to own this end to end, from logo through to a complete brand identity system that works across digital, print, and marketing. What MSPiQ Is To understand this brief, you need to understand the market we are entering. Every MSP runs on two core platforms. A PSA (Professional Services Automation tool like ConnectWise or HaloPSA) that manages how they deliver work. And an RMM (Remote Monitoring and Management tool like NinjaOne or Datto) that monitors their clients' environments. Those two platforms run the operational and technical sides of the business. What has never existed is the third leg: a platform that runs the commercial side. How MSPs find revenue, structure deals, price engagements, get approvals, and win business. That is MSPiQ. Our positioning: "The commercial engine for your MSP." The category we are creating: Commercial Operating System. We will walk the selected designer through the platform in full during the discovery call. The brand strategy document and product detail will be shared at that point. What matters for your application is understanding the weight of the category: this is not another B2B SaaS tool. It is the infrastructure that runs the entire commercial function of an MSP business — a category that has never existed before. The brand needs to carry that weight. Our Audience Primary: BDMs, Sales Directors, Senior Consultants, and vCIOs at Australian MSPs. These are commercially-driven people who care about revenue, margin, and winning deals. They will immediately recognise if the brand looks like every other B2B tool in the market. It cannot. Secondary: MSP owners and Managing Directors who approve the purchase. They are looking for something that feels like serious commercial infrastructure, not another software subscription. Brand Personality Attribute What it means Direct Says what it does. No jargon, no filler. Commercial Speaks in revenue and outcomes, not features. Authoritative Knows the MSP commercial problem better than anyone. Empowering Gives sales teams the infrastructure to operate at their best. Precise Everything is scored, structured, and quantified. Nothing is vague. Reference brands for feel (not to copy): Stripe: clean, precise, light, built for commercial professionals Notion: sharp, confident, purposeful Affinity: modern, bold, operator-first The brand should feel like it belongs next to a revenue dashboard, not a support ticket queue. Visual Direction Colour Light foundation: clean white or very light grey base. Professional, data-forward, sharp. One strong accent: a single colour that signals commercial energy and precision. Options to explore include deep electric blue (intelligence, authority), sharp green (growth), or high-contrast amber (value). We are open to the designer's recommendation - it needs to feel intentional and strong, not decorative. Strong neutrals: near-black for text and structure. Crisp contrast throughout. Note: the product UI will offer a dark mode for technical users. The brand itself is light. Typography Geometric or semi-geometric sans-serif. Confident weight. Precision without stiffness. Must be commercially licensable for web and app use. Should carry authority at large display sizes and remain legible at small UI sizes. Logo Wordmark or wordmark + icon mark. The name MSPiQ is distinctive and the Q is an asset worth exploring as an icon mark. If an icon is used, it should feel like intelligence, precision, and signal - something that communicates "this finds things and structures them." Must work in mono and hold at small sizes including favicon and app icon. Deliverables Phase 1 - Core Identity (this project) Logo suite (primary, horizontal, icon-only, mono versions) Colour system with usage guidelines Typography system (typeface selection and scale) Brand guidelines document (PDF) covering logo usage, colour, type, spacing, and application examples All source files (Figma preferred) Phase 2 - Application (separate scope, same designer preferred) Website hero section styled to brand LinkedIn banner templates (company page and personal) Email signature template Pitch deck and slide template One-pager template We are scoping Phase 1 now and would love to continue with the same designer through Phase 2. Working Process We would expect to work through the following steps: Discovery call (30 minutes): we walk you through the platform, the market context, and the brand strategy document before work begins. Mood board and direction presentation: 2-3 distinct visual directions for review and discussion. Logo concepts: developed in the chosen direction. Refinement: one direction taken through to completion. Brand guidelines produced and source files delivered. We move quickly and value a responsive working relationship. Phase 1 should take 3-5 weeks. How to Apply In your proposal, please include: 2-3 portfolio examples most relevant to this brief. B2B, tech, or professional services work preferred. A short paragraph on how you would approach defining the visual identity for a brand entering a new category - what would you want to understand first? Your proposed timeline for Phase 1 deliverables. Your fixed price for Phase 1. We are looking forward to seeing your work.