RIFF – Identity
The special
ops of
customer
service
Be digital, stay human
Riff – Identity
The Challenge
RIFF, specialists in premium customer service for crisis and complex situations, needed to sharpen their brand strategy, positioning, and visual identity. Their goal: stand out in a crowded market, resonate in boardrooms, and attract future talent—aligned with their promise: Be digital, stay human.
Strategic & Design Approach
We repositioned RIFF as the ‘special forces’ of customer care, capable of handling recalls, disasters, and crises with speed, creativity, and empathy. By thinking in personal rather than in processes and in frames over scripts. We built their brand story around human connection in a digital world—turning communication into their core narrative.
Brand Strategy | Logo Design | Corporate Identity | Visual Identity | Tone of Visual | Tone of Voice | Web Design | Communication
Visual Identity
We designed a bold, flexible visual system built on punctuation marks—symbols of communication that convey nuance, emotion, and clarity. Combined with distinctive halftone imagery in pixel grids, the identity bridges digital precision with human empathy and teamwork. Playful yet professional, it reflects RIFF’s capability to handle pressure without losing their creative edge.
Result
A complete brand identity, from stationery to office interiors, website, campaigns, and events—creating a cohesive, recognizable brand that positions RIFF as the go-to partner for complex customer service. A distinctive presence in both retail design and digital touchpoints, driving relevance, recognition, and growth.
Evolutionary
Our goal was to create a fresh and bold anchor, but with respect to the current design. Optimising readability and impact by breaking with the boxed design and transparant parts.
By building on the block-structure in place we were able to maintain recognition, but improve the design as well.
Rationale
Where the previous design was based on various mergers, we reinterpreted the block-structure.
The digital dimension and the human perspective is represented by the ‘pixel’. Working side by side to be unified as óne outcome/solution.
Eventhough this conceptual thought is no longer visible because of the solid appearance of said pixels, it is still visible in the way we treat imagery.
Brand Identity
As communication is at the core of their business we put the emphasis on their trade. Bringing out all the punctuation marks and (reading) figures and styles of communication. These marks bring nuance, understanding, emotion, accentuation, sophistication and all other human abilities to guide communication for it to be more than flat automated output.
We do this by blowing up, or zooming in on these marks. Emphasizing on their meaning, or leaving them as a playful and more abstract element.
Next to that we treat imagery with a special RIFF-styling. Turning them into halftone images with a raster that is made of squares (pixels), bridging the digital world with the human factor.
Integral
Besides a full stationary set including businesscards, several templates & formats. We also delivered a full office interior redesign in style. And we didn’t stop there. We put our hands on the website, communication campaigns, launch events, merchandise and more.
