Brand Identity
Digi Office
Beto and Roberto started Digi Office in 1995 betting on personal computers, and sold their first software to restaurants in Minas Gerais. Almost thirty years later, the company still does one thing: hand retail and food service owners a control panel for stock, sales, and cash flow, so they can breathe.
By 2022, with a new headquarters and a restructured ownership, the old logo, a green-and-purple cloud over blocky caps, still looked like an IT vendor from a decade earlier. We redesigned the mark and the system to close that gap.
Process
Every project starts with questions and competitor research, digging into where Digi Office came from and where it wanted to go. By 2022, with a new headquarters and restructured ownership, I built the rebrand around one line the owners kept repeating: we sell tranquility. The symbol comes straight out of the wordmark itself: the same geometric shapes cut from digi read as a smile and as a sprout growing out of a pot, one for warmth and closeness with clients, the other for growth.
Outcomes
Pedro, one of the owners, put it simply: without this redesign, there is no new Digi Office. Four years on, the brand kit still runs all of their assets. The internal team grew, the client base went from 600 to over 1,000 active clients, and the company went all in on Food Service Management Technology. His read: the new look brought credibility, made client negotiations easier, and has been easy to implement ever since.
