In 2022 we were approached by colleagues and long-time partners of INEX Service Design, an agency specialising in service design and client-centred development. The colleagues came up with the idea of launching a new professional community about service design, which would give participants the opportunity to exchange knowledge and experience. Not only lectures but also the first of its kind service design parties were planned!

INEX Service Design did a lot of research on their own to understand the audience and the essence of the new brand. The main idea of the brand was vitality: because members of the community would share not only knowledge but also energy, a resource, necessary for further development. 

As the naming stage began, we wanted the new brand name to be vibrant and dynamic, so we came up with the name Service Desire. It's both a light pun on the word "service-design" and a reflection of energy through the word desire. 

While working on the name, we also came up with product names for the new community: e.g. Emparty - a service-design party, or Insighter - an event featuring experts, where you can get hands-on experience as a researcher in a short amount of time. 

Based on the idea and the name, we created a simple and easy-to-use identity based on the font and simple illustrations. The result is a very utilitarian corporate identity: font plus standard  effects, font patterns and so on. Fonts and grids are also used in the communication layouts, together with photos of the experts.

As the new community is constantly holding different events, we showed how the identity can be used on merchandise, i.e. everything that can be given out or sold: caps, shopper, refillable water bottles, etc. 

As a result, the new Service Desire brand has acquired a fun and easy-to-use style that is already being utilised in its channels. Congratulations to the colleagues on the successful launch and best wishes for the development.