Ternary - Visual Identity

Hey folks! Happy to share some the work we've done for this FinOps cloud cost optimization tool. We have been working closely with Ternary to develop their new visual identity, research customer experience, and discover key insights behind the product.

New visual identity

For Ternary’s new identity we faced the challenge of developing a visual language that could communicate trust, accountability and collaboration, with elements that could feel precise and powerful yet uncomplicated and approachable.

The logo features a simple symbol that brings Ternary’s mission to the forefront: unlocking the full potential of every cloud dollar spent. The wordmark spells the brand name in letters that feel structured and accessible, emphasising both the power and simplicity of the product.

We used Aeonik as the primary typeface as it perfectly combines the precision and structure of a geometric sans-serif, with the humanistic details of a sans grotesk. We also thought of a blue-led colour palette to present Ternary as a trustworthy and respectable brand (to meet the expectations of a powerful financial tool) but paired it with a lively extended color palette to create complex yet accessible data visualisations. The set of hand-drawn scribbles and arrows highlight keywords and actions throughout the website, accentuating the human and collaborative aspects of the brand.

About Ternary

Ternary was created to build a culture of accountability, collaboration, and trust between Finance and Engineering teams. Ternary is the world’s first FinOps native cost optimization tool. Built for Google Cloud on Google Cloud.

We're looking forward to a continued partnership with Ternary as we discover new ways to improve the product and its marketing environment.

Credits

Big thanks to the Ternary team, including Patrick, Sasha, Chuck, and Josh, for providing incredible insight, guiding us through our collaboration, and trusting BB Agency to deliver a new identity for Ternary.

Also, big thanks to Adrian, Vicente, Louis, Alex, Filip, and Tomislav for researching, ideating, designing, and building the new Ternary brand, website, and product experience.

We are BB Agency

We're a digital agency crafting holistic, people-friendly experiences. We serve as a strategic partner for fast-growing tech companies in need of a scalable website with modular CMS, a design system, and a future-proof brand identity. Through challenging core assumptions, we shape the products and services that improve the lives of thousands every single day.

Check us out at www.bb.agency