Unblock Engineers.
Unlock Productivity.
Client
Cortex
CAPABILITIES
Branding, Web
Partners
Sequoia
Y Combinator
The Cortex platform enables engineering teams to understand and improve their microservice ecosystems so they can build better software at scale. Organizations worldwide trust Cortex to help enhance quality, reliability, and development speed.
Founding story
Cortex was created to address challenges stemming from a lack of service visibility and control.
Hailing from companies such as Uber and Twilio, founders Anish Dhar, Ganesh Datta, and Nikhil Unni understand the struggles of managing complex service architectures and the pain of being paged at 3 am. The Cortex team is on a mission to help engineering teams cultivate reliability, while enabling them to focus on building better software.
Hailing from companies such as Uber and Twilio, founders Anish Dhar, Ganesh Datta, and Nikhil Unni understand the struggles of managing complex service architectures and the pain of being paged at 3 am. The Cortex team is on a mission to help engineering teams cultivate reliability, while enabling them to focus on building better software.
The Challenge
In this latest phase, FrontWire Labs was tasked with repositioning the Cortex brand from early-stage startup to industry-leading enterprise. Having worked with the company from its inception, our team was to expand on our foundational work by scaling their website architecture and bringing each feature to life.
Facing challenges such as explaining complex technology simply and communicating features without sharing sensitive information, we were to communicate Cortex’s enterprise credentials by delivering enterprise-grade branding.
THE SOLUTION By avoiding getting lost in technical complexity, we were able to deliver new branding and assets that clearly communicate Cortex’s enterprise status. Subsequently, our work for the Cortex rebrand was featured by Webflow.
Delivering over 100 product graphics across over 20 pages, the FrontWire Labs team expanded on every facet of the Cortex brand by adding more detail and proof points.
While Cortex’s competitors favour dark mode, the FrontWire Labs design team chose a lighter aesthetic to evoke a friendlier feeling.
Too often tech-focused websites can feel harsh and inaccessible. Our team design and product teams ensured that each visitor and user journey was a pleasing and rewarding experience.
Too often tech-focused websites can feel harsh and inaccessible. Our team design and product teams ensured that each visitor and user journey was a pleasing and rewarding experience.
Every graphic was designed to relate a key part of the Cortex user experience.
Fitting snugly into the new enterprise look and feel, the logo reflects the way Cortex unifies essential solutions. Abstracted letter Cs surround a stylized X, creating a simple yet layered aesthetic. A core formed in the negative space draws the viewer's focus to the heart of the logo.
The website was redesigned to relate the sheer depth of solutions that Cortex provides, while answering questions around service quality and robustness.
Short, hyper-clean copy helps visitors to quickly understand what’s on offer, while providing the chance to delve deeper into areas of interest via specific pages.
“Working with FrontWire Labs was an inspiring and impactful experience. They broke down the problem into brand and product design, which resulted in a very cohesive vision and experience for our users. FrontWire Labs also takes feedback seriously and we grew to deeply trust their advice!”
Anish Dhar
CEO & Co-Founder
,
Cortex
We also created custom, eye-catching thumbnails to draw the audience to Cortex’s informative articles.
Expanding on the brand building already achieved alongside the Cortex team, FrontWire Labs helped them transition from a startup aesthetic and feeling to that of a mature enterprise-grade partner.
