Tech startup Serai, has announced its partnership with digital specialist agency AnalogFolk, whose involvement spans brand strategy, visual identity and online experience design. AnalogFolk was selected in a competitive pitch from a cast of leading brand agencies, digital agencies and consultants.
Serai is a first of its kind. It is a data-powered online platform that aims to connect small and medium-sized manufacturers with component suppliers in different parts of the world. The new brand derives its name from the caravanserai of the Silk Road. The logo mark was inspired by a combination of the footprint of a serai and ancient Chinese coins, with nodes representing business networks. Before arriving at the brand’s visual identity, AnalogFolk worked with the Serai team to define the brand’s framework, consistent with its purpose: “Simplify trade to release business potential”.
Vivek Ramachandran, Chief Executive of Serai (pictured right) said, “Navigating international markets as a small-and-medium-sized company is still a nightmare. And the real pain point is business-to-business (transactions). We wanted to simplify this process, helping businesses to connect in the most efficient manner, and to grow through those connections and other trade-related services Serai provides. To explain what Serai is in the simplest of terms, you have Facebook for your personal network, LinkedIn for your professional network, and now Serai for your company.”
Ramachandran added, “It was vital we chose the right digital agency to partner with. AnalogFolk has a great team on the ground who brought a truly collaborative approach to the project and a refreshing balance between challenge and support.”
Chris Ryan Managing Director & Partner at AnalogFolk Asia (pictured centre) said, “This project is a first for us. Working daily with Vivek and his team, we have created an experience-led brand and designed a very unique online service that will be powered by Serai’s curated data sources. Developing the brand strategy, visual identity and the service design holistically has kept the team highly focused and emotionally involved. It is a new way of working for us, and it has proved highly effective all-round.”