Cone
The world of CRMs is evolving fast. With the rise of artificial intelligence and a growing focus on user experience, CentrixOne decided to write a bold new chapter.
This is how Cone was born a new brand name symbolizing simplicity, efficiency, and focus, while staying true to its roots.
Brandway was brought in to support this major transformation by developing a new visual identity, a consistent design language, and a modern web interface. A complete redesign built to reflect Cone’s innovative vision and support its evolution in a rapidly shifting SaaS environment.
Task
Our mission was to support CentrixOne’s transition to Cone by creating a brand identity that feels simple, bold, and forward-thinking. We needed to articulate this shift visually across all touchpoints from web to product while ensuring consistency, usability, and clarity. This included rethinking the user experience of the marketing website, enhancing key app screens, and delivering a flexible design system that would grow with the brand.
• Visually translate CentrixOne’s transition into Cone
• Craft a strong, simple, and contemporary identity
• Unify web, print, and product assets under a consistent visual system
• Improve the user experience across the website and key app screens
• New visual identity (logo, color palette, typography, UI components)
• Art direction: moodboard, visual principles, iconography
• UX-UI design for the marketing website (desktop & mobile – Figma)
• Interface design for key app views (dashboard, navigation, interaction elements)
• Branded templates for presentations and internal documents
• AI-generated visuals for digital communication and promotional use
• Midjourney : to visualize concepts, mood, and interface direction
• ChatGPT : for UX content writing, microcopy, and strategic messaging
• Canva AI : for marketing materials and social media templates
• Figma AI : exclusively for UX-UI design (websites and apps)
The creative direction was guided by a vision of simplicity, efficiency, and focus for Cone, transforming the CRM experience through AI integration. The logo and visual elements, such as the “cone” and circular motifs, represent data filtering and intelligent connections, symbolizing a powerful yet discreet AI. The blue and green color palette, enhanced with gradients, was chosen to evoke reliability, growth, and a touch of playful energy. SF Pro typography, rounded yet robust, balances technological modernity with human accessibility. The overall aim was to embody the brand’s values: to be accessible, innovative, playful, inspiring, and human, while emphasizing the user and innovation.
A fully transformed brand aligned with modern SaaS expectations
A clear, engaging website experience that enhances product understanding
Key app views redesigned with improved usability and coherence
A modular, versatile art direction that scales across all touchpoints
Client feedback:
“This redesign marks a major turning point for our brand. Brandway captured our vision and delivered it with clarity, speed, and creativity.”
The Key Outcomes We Delivered
Fully aligned brand: Modern positioning perfectly in line with SaaS expectations.
Clear and engaging web experience: A site that improves product understanding.
Redesigned application views: Improved user interface and consistency.
Modular and versatile artistic direction: Visual consistency across all touchpoints.