Deliverables
Logo
Brand Identity
Segment
IT
Technologies
B2B
Country
Russia
Client
LEAD FACTOR
The Challenge
The CRM integrator market is saturated with cookie-cutter websites: abstract logos, blue gradients, and stock photos of offices. Against this backdrop, it is difficult to convey expertise and capture the attention of a B2B client who chooses a contractor based on a feeling of systematic approach and control.
My objective was to break out of this visual cliché and create an identity that, from the very first touch, communicates the company’s core competitive advantage — precision and order within the chaos of customer data. The brand needed to be perceived as technological, yet not cold: a partner who brings order to sales, rather than simply ticking boxes during implementation.
Brand Identity for an amoCRM Integrator and Lead Management Systems
LEAD FACTOR is a B2B integrator of amoCRM and lead management systems. The company builds digital sales management: it implements CRM, integrates it with IP-telephony and 1C, sets up end-to-end analytics, and supports sales departments with the P+D/CX methodology — Processes, Data, Efficiency.
Logo Meaning
The logo features an arrow embedded in the negative space and formed by the letters "LF".
It reads as dynamic and is associated with forward movement and rapid progression.
Imagery and Graphics
The visual language consists of cinematic monochrome photography tinted with the brand’s signature purple. Light acts as a metaphor for a signal cutting through data noise: rings of light, vertical threads, and silhouettes in the mist. Unified post-processing — muted contrast, film grain, and a purple shift — ties the photography together with the color palette and logo into a single cohesive system.
Color System
The palette is built around a single tone — purple — stretched across a gradient ranging from deep Dark Violet to an almost white Light Violet. This scale is highly manageable, allowing the brand to maintain a consistent character both in a dark app interface and on a light document page.
HEX
EAEAF5
HEX
ABAAC4
HEX
8F8EAE
HEX
7C7B9B
HEX
62617E
HEX
RGB
CMYK PANTONE
RGB
CMYK PANTONE
51506B
81 80 107
24 25 0 58
19-3920
81 80 107
24 25 0 58
19-3920
VIOLET
HEX
RGB CMYK
RGB CMYK
2D2D3E 45 45 62 27 27 0 76
DARK VIOLET
HEX
RGB CMYK
RGB CMYK
FFFFFF 255 255 255 0 0 0 0
WHITE
HEX
50495E
DARK GRAY
LIGHT VIOLET
HEX
ECE9F2
DIGITAL
Designing interactions that deliver results
Pattern
The pattern consists of a geometric composition based on the letter "L" from the logo.
Typography
Montserrat in two weights: Bold for headings and focal points, Regular for body text. This geometric, friendly sans-serif supports the brand’s overall direction toward a technological and streamlined look.
Building digital sales management in B2B
Developing the CRM infrastructure using the P+D/CX methodology: Processes, Data, Efficiency.
Typography
Montserrat
bold
bold
Montserrat Regular
Design System
All graphic elements are built from a single geometric unit: the letter "L" from the logo. This provides the brand with scalability: the same module transforms into a packaging pattern, a slide grid, or a decorative element for merch — the system remains recognizable across any medium without the need for manual adaptation for each format.
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The Result
The new identity set LEAD FACTOR apart from typical CRM integrators with their cookie-cutter blue stock visuals. The unified system — from the logo to presentations and merchandise — acts as a sales argument: B2B clients perceive the same precision and order in the brand that the company brings to their sales departments. This distinction is something the client notices even before the case studies are presented.
