Buto

Buto is an intelligent video hosting platform, helping professional organisations engage, retain and build their audiences using online video. Originally conceived in 2009, Buto has since served clients such as Shell, Mitsubishi, England Rugby, and Thames Water.

Andy (the Buto CEO) contacted us after being recommended by one of our previous contacts. He sent an email, we set up a meeting in person, and it all went from there.

Buto were going through some internal changes, had realised their users were shifting, and also felt their current (previous) look was dated and didn’t match their offering. We were asked to create a new look that reflected who Buto are today — to appeal to their current audience and potential users. The previous identity wasn’t robust or well thought-out, it was cobbled together when the company was originally conceived, and elements were added to it over the years.

Our collective research and insight highlighted how Buto offered video hosting with ease and warmth to a professional client base; with clear, in-depth data being at the forefront.

The visual identity is based upon a 30 degree angle; synonymous with ‘play’ buttons and isometric grids. Using the 30 degree angle in an upward trajectory evokes positivity, giving the perfect visual metaphor that encapsulates Buto’s personality, and the impact the platform has on clients’ video content and statistics. The 30 degree angle is a constant thread running through the logotype, iconography, illustrations and colour landscapes. A play icon is also introduced in certain applications, utilising a variety of finishes and effects – adding a playful, tactile element.

From start to launch, the project took nine months. The concept presentation, approval, and finalisation was speedy, but bringing applications inline took some time. The Buto team have an internal developer that we worked closely with to produce the website. The wordmark is an adaptation of Cera Pro. We felt the typeface reflected the spirit and personality of Buto and their team – warm, friendly and personable.

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