Divide – Brisbane, Australia
Divide is an alternative. It provides guidance and a step-by-step approach to enable couples to financially separate without the use of lawyers.
The business idea for Divide was created by a Brisbane group of Chartered Accountants. The idea was an insightful one and aimed to fill a gap in the market. They provide guidance and a step-by-step approach to enable couples to financially separate without the use of a lawyer. This may sound obvious, but many people think they have no options other than seeking legal advice.
Our approach was to look for an idea that linked both the business offer to the customer need. Divide as a name and notion was born – the act of separating simply, without all the hassle and long drawn out legal process usually associated with separation. Let's Divide.
The logo and visual style evolved from the name and mathematical symbol for divide, replacing the two dots with the two halves of the word. The logo works in a number of arrangements and as a basis for a range of the graphical assets and diagrams. Small details like the URL were used to emphasise the act of separating and reinforce the name. A simple identity reflecting what should be a simple process.
We developed the full brand platform to launch to market. This included the naming, brand idea, visual and verbal identity, website design, stationery and a mini brand guide.