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Runrate
Client
Runrate — Concept Build
Discipline
Brand Identity · Product · Motion · Film · Audio Design
Challenge
Runrate is a revenue analytics product for SaaS finance teams. It connects billing, banking and the CRM, reconciles them overnight, and gives a finance lead one live overview they can stand behind: what came in, who is about to leave, and why. The category is crowded with dashboards that look confident and quietly disagree with each other. The brief was a brand and a 36-second film that make one promise, and keep it: numbers that actually add up, before anyone asks.
Approach
Strategy. Most finance tools sell control through density: more charts, more tabs, more colour. Runrate sells certainty. The identity is built to make a single figure feel trustworthy, so everything else steps back. Paper, ink, one accent, and the number always set in the same face.
Identity. The mark is four round-capped lines on a 1:2 slope, a rising run rate drawn as one block. It reads as a chart, a stack of ledger lines and a signature, and it scales from a 16-pixel favicon to signage without changing weight. The wordmark is Hanken Grotesk Medium in title case, sitting beside the mark at 1.2 caps tall. Three typefaces share the work: Hanken Grotesk carries the product and the headlines, Geist Mono carries every figure so numbers align and read as data, and Instrument Serif italic is reserved for one line per screen, the human aside or the punchline. The palette is paper and ink, cobalt for the decision and the chart line, mint for the field and for anything positive, and a single red kept for the account that needs attention.
Motion. Everything enters on the slope. One direction of travel, up and to the right, at 720 ms with a ramp-out ease. Nothing bounces, nothing fades in from nowhere. Backgrounds are slow undulating gradients in the brand colours that shift register with each chapter, paper for ideas, night for the product, and the type sits still on top of them. Numbers tick when a card lands, and one hand-drawn scribble marks the word that matters.
Film. A 36-second explainer, one row per move: a question in kinetic type, the mark drawing on, the product answering it. Ask it anything, connect your sources once, see who is about to leave and exactly why, then one overview, live, every morning. The voice is calm, dry and British; the copy runs to 61 words so nothing has to race a cut. The screens in the film are the real product grammar: 21 customer cards each with its own chart, animated evidence cards, a connect panel where four sources flip to Connected as a billing export lands, and a dashboard chart that draws two series with a live tooltip.
Sequence Stills
CG Work
Motion
Results