From Semiconductor to Space Exploration

MASS Group is one of the most fascinating companies you’ve never heard of. Their software is trusted by the United States aerospace and defense departments, as well as companies that make the semiconductors that power everyday technology. They deal in details, and getting each one right was key to their rebrand.

Calm. Steady. Trustworthy.

When you primarily serve the United States government, as well as other critical yet under-the-radar organizations, a flashy brand and ad campaign are not the cost of entry. Instead, preferred vendor status is everything, which is earned only through decades of trust, integrity and compliance with state and federal regulations.

But after an acquisition by The Brydon Group, MASS Group was poised to grow and ready to elevate its ethos and story into a new brand. At Superhuman, we got smart on this complex category and helped them identify a positioning territory that carried forward their legacy, but modernized it for today.

Their strategy was built on a brand promise that helps manufacturers stay cool in the face of the unexpected, armed with all the data they need to react with the exact response needed.

The Supercube

To build MASS Group’s visual identity, we centered on a metaphor of the supercube, which symbolized strength, structure and visibility from every angle. This cube motif guided their logo, as well as their patterns and photo frames.

We also built a color scheme that created feelings of calm, and optimism for a technology-enabled future. Finally, graphical elements that emphasize transparency evoke how MASS Group helps users do more with data.

Savvy and Sophisticated

Learning how to write for a company that enables mission-critical manufacturing and semiconductor production was no easy feat. Every word choice needs to be meticulously crafted, and you have to collaborate firsthand with the experts. We developed a voice & tone for MASS Group that brought a sense of clarity and dynamism to their complex category, making it accessible to everyone. We also elevated the curiosity and insightfulness that we saw in their people.

An Illuminating Experience

Finally, we translated the new brand onto their website, evoking the many inspiring categories they serve with a clear and dynamic user experience.

Creative Partners

Superhuman

The MASS Group project was done at Superhuman.

Sandy Meirowitz

Sandy led the design of the rebrand, along with Beccah Pepper.

Angely Guevara

Angely assisted on developing the brand messaging.

Ethan Hyslop

Ethan developed MASS Group’s brand strategy.

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