Branding - Comsim x sinsou
Click through the slides to see our branding process journey with Comsim and sinsou.
We began by aligning with Comsim and their client, diving into the brand strategy work they had already developed together. Our first step was to review the existing documents and insights they’d created, then apply that thinking directly to our understanding of their brief.
Using our structured naming process, we guided the team to explore new directions. They went away and landed on a confident, distinctive name: sinsou. Rooted in philosophy and precision, it quietly nods to martial arts mastery without being heavy-handed. Download your free copy of our naming workshop here.
Through a collaborative call, we clarified how abstract terms like “expressive” and “bold” should translate visually by creating a Pinterest board. This helped us build a clearer picture of the brand’s intended feel and tone. We also helped pinpoint what archetype they see themselves being.
Based on the shared visuals and brief, we created several tailored moodboard options. These went a step further than your typical inspiration boards—they featured bespoke elements and early logo ideas to help the team properly visualise each creative direction. This stage helped make abstract ideas more concrete and led to confident decisions on how the brand should evolve.
Two concepts emerged: The Highlighted Zen Circle – focused, flowing, calm, The Highlighted Pixel Square – structured, modular, techy. The Zen Circle resonated most and became the foundation for the logo system.
We built out a full stylescape that applied the chosen direction across real-world brand touchpoints. We refined typography, colour palette, tone of voice, logo system, messaging and more.
With the stylescape signed off, we created a complete brand guideline document. This included the logo suite, colour specs, photography guidance, illustration and iconography style, tone of voice, and practical templates—ready for use across all platforms.
We also provided mini cheat sheet mock-ups, and packaged up the brand assets they would need!
Zoe
She / her; green / blue. Zoe is a designer, daydreamer and self-anointed snack queen. Once described as “so awkward she’s charming” by a friend, there isn’t a day that goes by without her accidentally slipping in an innuendo. In winter, she hibernates in a blanket of books and netflix, but by late spring emerges with her trusty birkenstocks, ready to go on photography adventures and socialise with the neighbourhood cats. If she were a pokemon she would without a doubt be Pikachu, but a buzzfeed quiz has determined her to be a Magikarp. She’s a firm believer that buzzfeed quizzes cannot be trusted, under any circumstances.
THE CLIENT
Comsim is an independent UK-based ecommerce consultancy that helps enterprise-level businesses scale and refine their digital infrastructure. They’re known for their platform-agnostic approach, commercial thinking and straight-talking, human way of working.
They approached us on behalf of one of their clients, previously called Inteqrate—an integration and automation specialist working in complex ecommerce environments. The business had deep expertise and fast delivery, but their name and visual identity weren’t reflecting the quality of their offer.
THE GOAL
Inteqrate needed a full rebrand. Their name felt generic and hard to pronounce. Their branding lacked clarity, confidence and character. It didn’t match the speed, control or expertise they delivered to clients every day.
Comsim asked us to help them rename the business, develop a new visual identity and shape a clear tone of voice. The new brand had to appeal to enterprise-level decision makers, particularly CTOs, CIOs and ecommerce project leads. It needed to feel calm, capable and quietly confident, with a visual nod to martial arts—reflecting the client’s idea of being “black belts in automation”.
THE SOLUTION
We built the sinsou brand to feel fresh, confident and human. Calm on the surface but full of energy underneath, it reflects a team that simplifies complexity and delivers fast, effective integration.
The name, inspired by martial arts philosophy, is paired with a clean, lowercase logo and a circular motif that signals focus and flow. Rounded, Bauhaus-style shapes and subtle martial arts cues run through the identity, with pixel avatars adding a playful, personal touch.
People-first photography, clear type and a calm, jargon-free voice help sinsou stand apart from typical corporate tech brands—striking the right balance between professionalism and personality.
THE TEAM
Our creative guild, led by our branding expert, Zoe.
THEY SAID
I think you have a rebellious nature, and you’re exceptional at the design aspect of things. We like working with you. We like your personalities, and I think that helps a lot when you’re running projects - Jesse, sinsou.
THE OUTCOME
With Comsim’s support, this project ran smoothly from start to finish. sinsou now stands out in a space where many integration brands blur into the background. The new identity shows up with clarity, energy and precision.
They’ve gone from a forgettable name and visual system to a bold, scalable brand that finally reflects who they are. The messaging, design and tone now work together to tell one clear story—positioning sinsou as the expert partner you call when things get complex and need sorting, fast.
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