A product of EdgeVerve Systems, Gravity was created to connect retailers and distributors across value chains. Cloud-based, EdgeVerve's Gravity would help the entire business ecosystem by maximising vendor and distributor visibility, improving retail execution and connecting newer markets faster. While establishing partnerships across vendor networks, Gravity could also be leveraged as a platform to find clients. One MG was set to task to capture its complex function to create a product communication design, positioning and strategy that was relatable while capturing the depth of its function(s).
To fully capture the essence of Gravity meant finding a real-world parallel - something that would evoke the product reliability while highlighting the scope of growth this spelt for every entity in the ecosystem. We realised that the Earth's ecosystem - like Gravity's - sustains life while creating conditions that would help them evolve and advance. As a network of networks, Gravity too offered businesses opportunities to leverage each other's strengths to effectively and seamlessly scale their business.
As a heterogeneous product that serves businesses across all sizes, we incorporated this range through different symbols. In its brand identity design, we adopted a palette of blue - representing intellect and expertise - and green - representing harmony and safety - to symbolise an interconnected ecosystem that nurtures growth for businesses, sustainably.
