We collaborated on a comprehensive brand strategy and visual identity for Tacton’s CPQ (Configure, Price, Quote) solutions, known as always in a state of motion, whether reconfiguring, recalculating or reengineering. Understanding this constant evolution was central in thought to creating a cohesive connection leveraging the arrow element at the highest level of the brand as well as throughout the visual language. We also utilized a combination of both human and technical subjects while presenting bold, graphic treatments to play hero throughout, bringing together harmoniously clean, modern, minimalist compositions.