Pendo humanises Trulioo’s identity verification brand with a warm, resonant and subversive approach

Within the digital identity verification space, Trulioo specialises in helping businesses identify legitimate customers, enabling safe and secure online transactions in an era where digital fraud is rampant. As a frontrunner among British Columbia’s tech innovators, Trulioo was prepared to catapult its identity verification platform onto the global stage. However, it became evident that their brand needed a refresh – years of growth had led to a fragmented visual identity that no longer aligned with their ambitious business vision. The Canadian company therefore approached Vancouver-based brand and creative agency Pendo, who collaborated on a brand overhaul – positioning Trulioo for its next phase of growth while offering a fresh, human-centric approach in a sector dominated by cold, tech-focused aesthetics. The comprehensive project encompassed everything from a brand audit and visual identity to marketing collateral and environmental design. “Brands in the identity verification space are typically dominated by outdated computer graphics, abstract shapes, symbols, stock icons and saturated colours, which often feel outdated and blend into one another,” Peter Ladd, Co-founder & Creative Director at Pendo, tells us, explaining the inspiration behind the visual direction. “What was missing was the human element – the people behind the devices.” This insight led to a visual approach that plays up the theme of uncertainty in identity verification, depicting “the challenges in the field, and how Trulioo gives you the full picture.” The wordmark, based on a modified version of Begum, features clipped serifs and tightened spacing. “One of the biggest draws for using a serif typeface was the fact that in the space, we noticed all major competitors were playing in the similar pool of sans serif, uppercase, bold typefaces,” Ladd reveals. “Going the opposite direction immediately put Trulioo in a place of its own.” Supporting typefaces Tobias and Founders Grotesk were chosen to bring “a more relatable and human quality to the brand,” while feeling distinctly editorial. The identity also features a unique dotted number set, which Ladd describes as “a nod to the digital side of the brand.”