Llamas are territorial animals — protective of their environments, but not aggressive or scary. Previously, Winky had felt like a slightly random bolt-on to the brand. Renaming her iLma, we worked to bring relevance, expression and intent to the mascot and, through voice, spirit, textures, typeface, icon style and scenery, put her right at the heart of the new brand.
Working from Vanta’s existing purple, we built a more vibrant and complementary colour palette that would help to convey their vitality and playfulness, while our type choices, a combination of formal sans serif and expressive serif, reflected their voice in the industry.