Standard Projects turns temporal logic into identity for SingleStore

SingleStore processes data in nanoseconds. The company’s infrastructure sits behind ride-share alerts that appear the moment you request a car, fraud detection systems that flag suspicious transactions before damage is done, and streaming recommendations that know what you want to watch before you do. NVIDIA, American Express, Samsung, Goldman Sachs, Adobe, Sony and hundreds of other global enterprises depend on this invisible architecture to keep their applications running in real time. Founded in San Francisco in 2011, SingleStore has grown to operate across more than 50 countries and 40 industries. The company had become a generational data platform. The brand, however, still looked like a database scale-up. Ahead of SingleStore’s acquisition by Vector Capital in 2025, Melbourne-based Standard Projects was brought in to address this disconnect. The brief centred on what Co-founder & Creative Director Dan Flynn describes as “catching up to reality.” SingleStore had evolved into critical global infrastructure, but the identity carried the energy of an earlier-stage business competing for attention in a crowded market. “There was a clear need for institutional positioning,” Flynn explains. “The brand needed to signal permanence, scale and maturity.” The leadership team held a specific conviction that shaped the creative direction. They wanted institutional gravitas without sacrificing the human dimension of what their technology enables. This tension became the conceptual foundation for everything that followed. Standard Projects articulated the core idea as ‘The Time Is Now’ – a positioning statement that functions simultaneously as capability, urgency and call to action. The underlying philosophy frames SingleStore as the place where bits and bytes become moments and memories, where nanosecond processing enables the real time people actually care about: time together, time to connect. Technical performance in service of the human experience.