Shifting Gears

Breathe are a cloud-based people management software company. As part of our ongoing relationship with them at Sublime we were tasked with branding their newest product – Breathe Rota. My role was to create the brand proposal and subsequent deliverables. 

Initially Rota was briefed to appear as a standalone product, however we quickly realised creating a separate entity wouldn’t work in the long term and wanted to use the opportunity to reinforce the core brand. Shifting gears, we focused on separating and identifying Breathe’s existing HR product, and proposed a new brand architecture with a lockup system built for future growth. 

We used colour as the sole identifier between different products, as well as positioning Rota as the smarter way to do rotas. The brand was rolled out through a range of applications from advertising to merchandise.