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Boldness is the hardest thing to design. It’s also the most important.


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Mark

Boost Inc – Automated Retail

 

Whybrand × Boost Inc [2024]
Creative Direction  Branding
            When Swiss food-tech startup Boostbar acquired UK-based smart vending pioneer Aeguana, the merger created something neither company had been alone: a full-stack player in automated retail, owning hardware, software, and the operational intelligence between them. The new entity needed a name, a visual language, and a market position strong enough to carry that ambition — and distinguish itself clearly from the fragmented, utilitarian world of vending.
            The opportunity was to reframe automated retail as something more sophisticated: a scalable infrastructure for the future of unstaffed commerce. The brand needed to speak to two audiences simultaneously — B2B operators evaluating platform investments, and end consumers encountering the experience at point of sale. The design system had to work across both registers without losing coherence.  

Inflation
Repetition
Fusion
Expansion

            The central concept draws from the brand name itself: boosting — the physical and metaphorical act of expanding under pressure, then releasing. This tension between compression and expansion became the formal logic of the entire system. Type scales dramatically. Shapes push against their containers. Layouts breathe and contract. Every element carries the potential to grow.



            The result is a bold, flexible visual language that feels kinetic even in stillness — capable of holding a product UI at small scale and dominating a trade-show environment at large. Colour is used with conviction: a high-contrast palette that reads as tech-forward without drifting into the generic blue-grey of enterprise software. The system is built to be operated, not just observed — modular enough for a team across two countries to apply consistently.  


            For the Boost inc launch, a change communication kit gave the transition a visual identity of its own — coherent with the brand system, but calibrated for the moment of telling. The kit leant hard into the boldest register of the design language.  
Mark

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