Ohana is a data solutions company built on the belief that better data creates better communities — not just better business outcomes. The name comes from the Hawaiian concept of family and community, and the brand brief was clear: enterprise-grade data capability, human-centred positioning, nothing generic.
The challenge was the tension between these two requirements. Enterprise data buyers evaluate vendors on technical credibility — the brand must signal analytical depth and professional infrastructure. But the Ohana positioning is explicitly human and community-driven — a cold, clinical tech aesthetic would undermine the product's core proposition.
Resolving the enterprise/human tension
The brand identity resolution came from looking at what data actually is: a system of connections and relationships — nodes, networks, patterns. The mark language was built from connected geometry that communicated both data structure (analytical precision) and human network (community connection).
This dual reading — the same mark communicating both technical capability and human connection — gave the brand a visual language that served both audiences without requiring different visual treatments.
Colour system: precision with warmth
Most data and analytics brands use cold palettes: deep blues, technical greys, white space. These communicate precision but actively suppress warmth — which worked against the Ohana community positioning.
The Ohana colour system was designed to extend the standard enterprise data palette toward warmth without sacrificing professional authority:
- Primary — confident, grounded enterprise tone with enough warmth to signal community
- Secondary — a supporting palette that softens the enterprise authority in human-facing contexts
- Data visualisation palette — carefully calibrated accessible colours for charts, graphs, and analytical displays
Designed for the full B2B buyer journey
Ohana's brand identity needed to perform across the full enterprise sales context:
- Website — first impression for enterprise buyers doing vendor research
- Pitch decks — investor and enterprise presentation materials
- Product UI — the brand lives inside the SaaS product that paying customers use daily
- Sales materials — one-pagers, case studies, and proposals for enterprise procurement processes
- Conference and event — physical brand presence at data and analytics industry events
Each context has different requirements, and the brand system was designed with all of them in mind rather than optimised for the website alone.
Building a B2B data or tech brand?
We design brand identities for data companies, SaaS platforms, and B2B technology businesses — built for enterprise credibility and the full buyer journey. Serving clients in the USA, UK, Canada, and Australia.