Focused on the field of Identity verification, Persona had a quality product with an attainable goal: to make sure you are who you say you are online. A goal that was short and sweet, yet so complex in practice—the problem became how to convey this sophistication while still keeping things palatable for their business to business market. Through a skin tone palette, we brought back a touch of humanity to the cold and unforgiving landscape of the internet. In the end, we brought the focus back to who Persona was really trying to help—everyday people.
By putting the focus on the customers' customers it resulted in a warmer, more elegant feeling for a tech company. We created a higher purpose not only for Persona, but one that their customers could get behind too: to bring humanity back to the internet.