Runrate

Strategy. The gap isn’t data, it’s trust. A finance lead already has the numbers; what they lack is one figure that billing, the bank and the CRM agree on before the board asks for it. Most finance tools answer with density: more dashboards, more control. Runrate sells certainty: one number, set large, with the facts that reconcile it close by. Three pillars carry it everywhere: one number, the figure first; receipts beside it, every claim traceable to its source; reconciled overnight, the work done before the day starts. Everything else steps back.

Identity. The mark is four run lines on a 1:2 slope: a rising rate, a ledger and a signature in one. The graphic language is a single device, a translucent glass pill on the R’s 45° leg, lit at one end. It runs in two registers: precise lenses for the product and the system, bolder patterns for campaign, film and out of home.

Motion. Everything enters on the slope, up and to the right, and nothing bounces. A 36-second explainer carries the voice, the kinetic type and the product grammar, and its key frames were redrawn into the glass system.

Product. The homepage is built live: the glass pills slide along their own axes as you scroll, the panes drift at their own depths, and a scripted Try it answers three questions with the product’s own figures. The product is built on the same rules as the brand: one figure per screen, the receipts beside it. Pages assemble in reading order, 60 ms apart; numbers tick on the data’s own timing; sources connect in place, and the alert lands last, on a finished page.

Campaign. Out of home leads with figures a commuter feels rather than someone else’s revenue: three days to close the month, the board pack ready on the first, every invoice matched.

Stationery. The same rules on paper. A board pack cover that leads with the month’s number, a letterhead that carries its reference and reconcile time, and a compliment slip that signs off reconciled. Cobalt for what travels, paper for what is read, ink for what is presented.