Brand creation

Changing the customer feedback landscape

Client: True


True is a new app and social platform where customers can have their say and interact with businesses more openly and positively. It’s a place where customers can find and leave honest reviews, get quick resolutions to problems, give praise where it’s due, and grab a great deal at the same time. It’s also a place where businesses can get balanced, fair, honest feedback to keep customers happy. Win-win.


True is a start-up in a competitive market. But it does have a number of unique advantages. Our first challenge was to create a dynamic identity that works over many platforms. We also had to encapsulate the brand voice and company values of being positive, authentic, empathetic and inclusive. But above all, we had to make True stand out against established competitors like Trustpilot, Feefo and


The brand voice and identity warmly welcomes customers and businesses in to use the platform – and it pushes USPs to attract investors and business angels. How did we do this? With a bold colours, simple but charming illustration, fun icons and a font that’s warm and friendly. The whole design aesthetic encourages people to get involved – the essence of user-friendliness.

Logo Image

The logo – a friendly face for the brand

The logo we devised for True was a neat combination of three key design elements – the location pin used for identifying business places, a speech bubble to represent dialogue, and a happy, smiling letter ‘e’ to give the brand a friendly face. The result: a memorable, approachable logo and business.

A world of better experiences image

Easily adaptable to business areas

One of the key USPs of True is that it enables consumers and companies to communicate through the platform. In fact, True has six unique and different ways for shoppers and businesses to interact: True Voucher, True Team, True Feedback, True Resolve, True Survey and True Idea. The logo was created to flex easily to represent these six key areas.

Brand breakdown graphic
Animated pitch deck image
graphic image

Making reviews more emotional and personal

Here’s where True goes much further than other review platforms. Instead of basic and unsubtle thumbs up/down or smiley/angry icons, it drives True Emotion ratings. Better still, these emotions can be personalised with the user’s face or avatar to provide a unique, bespoke and fun way to give ratings.

This personalisation becomes a strong benefit as it builds attachment and loyalty and encourages people to express their emotions authentically.

good or bad review graphic
review graphic

Building a world around True

The objective of the team behind True is to create an all-in-one customer satisfaction platform which revolutionises customer service worldwide.

This brings a tricky design challenge: How do we represent shoppers in towns and cities in all kinds of countries, buying from companies in all types of business sectors? Our solution was to create a simple, playful suite of modular illustrations which were specific but not too precise and prescriptive.

Combined with bright, colourful speech bubbles and conversational dialogue, they encapsulate what True is all about – a fun, inviting and engaging brand you want to be part of.

app screens

Taking True out into the world

The new brand identity we developed for True obviously has to be flexible and strong enough to go across different media channels and collateral.

With its bold identity, the brand works just as effectively on the True app as it does on social media, London Tube posters, retail stickers, and online advertising. All this was considered at the concept stage.

houses illustration
social media posts
Shop window sticker and laptop sticker
posters in london underground
website mockup