The original logo was familiar to many users on their platform so rather than disrupting their hard earned brand recognition, we kept the logo, only changing the type color to a crisper black. The primary users for Amitree are real estate agents which are majority women, so for the color palette we chose vibrant primary and secondary colors to appeal to this group, and stuck with neutral shades of grey for the background.

There were two big things that were requested by Amitree for the site. First, that it clearly conveys the benefits of the products, which we accomplished with concise screenshots that shows how their platform works. Second, it was important for Amitree to have a vehicle to get information to existing and new clients, so the blog was designed to be clean and simple to understand to best share information.

The objective of the refresh was to clearly communicate to Folio by Amitree’s clients that they are focused on helping them do their job better. To achieve this, FINAO made the website light and fun by using fresh, bold colors and using a mix of photography and illustration to blend the human element with their technology.