The Polyfen Group is a fully remote tech and creative company. We're established in the US, but most of our team-members live in Argentina.
The primary brand we operate is Polyfen, a software and creative studio. But our brand identity system is built to foster growth with other products and services as sub-brands under The Polyfen Group's umbrella.
Polyfen offers software and creative solutions with three types of billing:
Hire: staff augmentation with hourly billing.
Subscribe: delivery team with monthly billing.
Build: delivery team with fixed-price project billing.
Our location-independent business model takes advantage of the latest tech to work seamlessly with a fully remote team years before the COVID pandemic made it the new normal. While many companies are struggling with office space costs and back to the office campaigns we're still enojying the freedom and flexibility of a fully remote team that knows how to collaborate and create extraodinary work from wherever they'd like to be.
Our culture is built around R&D. For the best software and creative studio "One size fits all" solutions don't cut it. We invest half of our resources into incubating digital products that maximise efficiency in our workflows and sustain us at the leading edge of the industry.
The company was founded on March 23rd, 2018 by Chief Design Officer, Boris Hrnčić. In early 2024 the business incorporated new partners and has since been growing steadily in headcount.
2.2. Buyer Personas
Buyer Persona [A] Tech-Leader Travis
Occupation
Founder & CEO at Recently-Funded Tech Startup
Location
San Francisco Bay Area, USA
Company Size
12 employees
Bio
Travis has an Ivy League education and has 15+ years of experience in business. He was leading a bizdev team at Accenture, working on projects for Bank of America until, during the uncertain time of the COVID pandemic, he decided to use his professional experience to start a venture of his own. He bootstrapped his initial efforts investing money from his own pocket into building an MVP of a fintech app with the aid of a couple of close colleagues. He came up with a name for the company himself, posted a job on Upwork to get a quick logo done by a cheap designer, and built the website himself on Squarespace. Lastly, they put together a pitch deck and secured funding from an investor. Now they need to level up their product.
Company Profile
Recently received Seed funding to scale their working MVP into an A-series, high-revenue business.
Problems
A. High costs of US salaries.
B. Competing with other brands for market share.
C. Challenges of design-development collaboration.
Solutions
A. Near-shore staff augmentation for dev and UX needs.
B. Outstanding brand identity design.
C. Expert devs and designers who know how to get a product to market exceeding expectations.
Definition of Success
A. Affordable design and development costs.
B. High conversion rate.
C. Quick time to market.
Brands they follow
Forbes, Bloomberg, Business Insider, Inc., Ted Talks, Ideo, Deloitte, Accenture, The Wall Street Journal, The Economist, Harvard Business Review, TechCrunch.
We distilled the essence of the business into a short, poignant phrase that represents what we stand for, what sets us apart.
The purpose of a Creative Concept is to guide the branding process with a unifying message that ties together every interaction with the audience. It should be represented in the look and feel of the logo, typography selection, color scheme, website UI/UX, down to the copywriting for an ad or social media post.
3.3. Moodboard
The Moodboard contains a collection of images that can be associated with the industry and the lifestyle of the target audience. It helps identify different colors and shapes to narrow down a direction for the look and feel of the brand.
3.4. Naming
Etymology
"Polyfen" is an abstraction of the term “Polyphenic trait”. A genetic property that allows multiple observable variations on organisms of a single species.
The different color patterns on the shells of mollusks are a polyphenic trait.
Name Architecture
Legal Name: The Polyfen Group LLC
Preferred name for use on all official business documentation.
Brand Name: Polyfen
Preferred name for all marketing activities.
Fallback Name: We_are_Polyfen
Fallback alternative for brand touchpoints where the primary brand name is not available.
Diminutive Name: Poly
This is how the team sometimes refers to the brand name internally.
3.5. Brand Architecture
3.6. Voice
The content expressed by our Brand must be informative and engaging, proactive in the design, marketing, business, and tech communities providing free and fully accessible educational value.
Our Brand takes no part in conversations regarding politics, religion, or military conflicts.
The Newsletter is the holy grail of our content strategy. It allows us to focus on short-form content delivered directly to our subscribers in their inbox, and then repurpose it for Social Media.
The Tone of our content should be casual and friendly, but not funny. It should also be enthusiastic and relatable. Concise and to the point. Easy to read and understand.
3.8. Tagline
Imagine. Build. Shine.
Our Tagline distills the spirit of our Creative Concept into a shorter phrase that can fit beside the logo in brand touchpoints like our Social Media Cover for LinkedIn and X.
3.9. Key Messages
Tagline
Under 30 characters
Software & Creative Studio
Bio
Under 120 characters
Software & creative studio empowering startups and scaleups with design and software solutions since 2018.
Extended Bio
Under 3 paragraphs
We are a fully remote tech consultancy that found the sweet spot between elegant design and flawless performance.
We are a fully remote tech consultancy that found the sweet spot between elegant design and flawless performance.
Culture-wise, we’re shaped by R&D. It runs through our hiring, operational, and delivery strategies to stay ahead of the curve.
4. Visual identity
4.1. Logo system
Symbol
The Symbol expresses Polyfen's brand in its most essential, visual form. It represents the coming together of the
(A) logical and (B) creative.
Logotype
The Logotype is made up of two parts: (1) the Symbol and (2) the Brand Name.
It must be the first choice when choosing a logo variation, provided that the canvas is rectangular and the logo
can be placed at an adequate size.
Family
4.2. Typography
Primary Selection
Biotif is the preferred typographic family for all headings, captions, and buttons.
We use Freight Text Pro for body text elements, like paragraphs, quotes, and lists.
The font files of our Primary Selection (Biotif & Freight Text Pro) are bound to usage licenses and distribution models which may not be available in all cases. If you don't have access to the fonts of our Primary Selection, then you can fall back to the Google Fonts from the Secondary Selection.
Secondary Selection
If Biotif is not available, then use Figtree for headings, captions, and buttons.
If Freight Text Pro is not available, then use Lora for body text.
Tertiary Selection
The last bastion of our typographic identity falls back to font files present universally in all operating systems. The most common use for the Tertiary Selection is in email clients since they only support system fonts.
If the font files from the Primary or Secondary selections are not available you should fall back to Verdana.
4.3. Color scheme
Accent color
Indigo
#722FFF
hsl(259, 100%, 59%)
Indigo is the primary accent hue and must be used sparingly. It's reserved exclusively for
the logo, buttons, links, and other important information.
Sub-brands
Teal
#00C2A1
hsl(170, 100%, 38%)
Cookie dough
#BEA18F
hsl(23, 27%, 65%)
Butter scotch
#FDA900
hsl(40, 100%, 50%)
Blue
#0E8DFF
hsl(208, 100%, 53%)
Green
#0FB800
hsl(115, 100%, 36%)
Raspberry
#F64C4C
hsl(0, 90%, 63%)
4.3. Visual Language
Icons
All icons in Polyfen's touchpoints & communications should correspond to the Iconography set we've
selected for our Brand, Phospor.
Phospor's line-icons are meant only for use at large sizes across Polyfen's Brand, while for smaller
sizes the fill-icons are preferred to ensure accessible legibility.
We're starting a new Figma design file with a UI Library of components and we'll be soon adding it here.
7. Content Generation
The subject matter of all content generation must be relevant, congruent with our Voice and Tone, and in touch with reality. We don't want to be r/LinkedInLunatics. We aim to publish content frequently, yes; But, never at the expense of quality.
7.1. Newsletter
The Newsletter is the holy grail of our content strategy. It allows us to focus on short-form content delivered directly to our subscribers in their inbox.
Most Blogs out there demand a lot of resources to end up with a very long, elaborate, polished post, that none or very few people read in full. Our Newsletter prioritizes an efficient content creation workflow that results in easily degistible content published frequently and consistently.
The content produced for the Newsletter is repurposed in two ways. (A) as Social Media posts in LinkedIn, and (B) kept in an online archive as a page in Polyfen's website.
The purpose of the Newsletter is not to push sales of our services blatantly. The goal is to provide our followers with valuable information about the industry.
Subject
Start with an emoji to illustrate the topic.
Keep the length under 70 characters.
Set the text in Title-Casing.
Be descriptive. Avoid click-baity subjects.
Examples:
💰 How Branding Makes you Money
🤖 You Should Have an AI Ethics Policy
🧪 How our Small Team Invests in R&D
📕 How to Write Useful Brand Guidelines
Preview Text
Engage the user with a sub-title to the subject line.
Max 150 characters.
Example
Ever wondered why Coca-Cola is worth 260 billion? How about Apple being worth 2.65 trillion?
Image
Start the email message with a cover image.
Dimensions: 1200px × 630px
Format: JPG
Example:
Body Text
Ideally 3-5 paragraphs long.
Finish the message with a link to our LinkedIn page.
Example
Ever wonder why Coca-Cola is worth 260 billion? How about Apple being worth 2.65 trillion? The price of those companies shares is a direct reflection of their ability to do good Branding.
If you were to buy 100% of shares of The Coca-Cola Company, you would be paying for all tangible assets they own (manufacturing plants, vehicles, inventory); but you would also be paying for ownership of their intangible assets, like the intellectual property of the Brand, its place in the mind of consumers, and the potential for future sales.
Investing in your Brand (name, logo, website, social media profiles) makes your business money in three ways:
1. Higher Market-Share A consumer faced with multiple buying options in a similar price range will always choose the most professional, trust-worthy-looking seller. Packaging what you offer with an eye-catching logo, a memorable brand name, and an elegant design will lead more buyers away from your competitors and towards your pocket.
2. Higher Pricing You’ve stolen customers away from the competition. Now, they’re starting to become repeat customers, and they’re even telling their friends about your business. People are willing to pay a little extra for the guaranteed quality of your products and services. It’s time to reflect that quality in your prices with a controlled increase of the profit margin.
3. Higher Company Valuation Investors are willing to pay a lot more money for stock in your business when you own a Brand with a distinctive name, a memorable logo, a well-crafted website, and a strong presence in social media. When calculating the value of a share from a company, the intellectual property of a Brand is a key component that could alone be worth millions of dollars.
Signature
Join the conversation about [EMAIL TOPIC] in our LinkedIn Page and share your thoughts.
The design of the Newsletter template is purposefully as simple and clean as possible. It relies on color and typography to tie it in with our Brand Identity. All other aspects of the design should resemble a plain text email sent to you by a colleague. We must stay away from overly complex layouts and heavy use of visuals. Our Newsletter's strength lies in producing real, valuable content, sent to you by someone you know.
7.2. Social Media
100% of our Social Media efforts are focused on LinkedIn. We repurpose the content generated for the Newsletter into LinkedIn posts with the addition of a link to the Newsletter subscription page and a PDF carousel.
