Sweep
Brand Identity
VALUE PROPOSITION
MESSAGING FRAMEWORK
CREATIVE DIRECTION
IDENTITY DESIGN
VISUAL LANGUAGE DEVELOPMENT
STYLE GUIDE
COLLATERAL DESIGN
Client: Sweep (by Portable)
Cass Eddy: Creative Strategy Lead, Creative Direction, Graphic Design
Josh Eddy: Copywriting, Brand Narrative
Emily MacLoud: Sweep Product Lead
The Challenge: Creating a bold new brand expression to suit a new market positioning.
Sweep is a digital app designed to make Australian workplace fairness and wage compliance accessible to everyone. Backed by a $1.1 million Australian Government BRII grant. The product was in early beta, originally built for businesses with a focus on wage theft compliance. The product team was pivoting to be more of a consumer-facing brand with a focus directly on employees, fundamentally changing what Sweep was promising to do in the world.
Employment law is dominated by institutions that communicate through formality and complexity. The new Sweep had to feel credible enough to be trusted with sensitive information, approachable enough for a young worker opening an app for the first time, and distinctive enough to cut through — all while speaking to three very different audiences within a single visual system.
The creative challenge was to move the brand away from compliance-heavy language and toward something more empowering: a tool that gave workers a genuine reason to act.
The Approach
Brand Clarity and defining a clear Value Proposition.
With audience personas and some tone of voice qualities already defined internally, the overarching value proposition hadn't yet been articulated. We took a tiered approach — working closely with the team as they continued to refine the product itself, using emerging insights to build a clear messaging framework consisting of an overarching core message, key messaging pillars, brand personality archetype and traits.
A significant part of the work was holding space for the team to work through what would serve both the launch-state app offering and their longer-term vision — and helping them make confident decisions. Facilitating that clarity was as important as the design itself.
Four messaging pillars were developed to mirror the user journey:
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Safety & Accessibility — A safe, pre-legal starting point. Confidential. No pressure.
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Legal Clarity — Complex Australian Law translated into plain language.
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Guided Resolution — A relational bridge between employees and employers.
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Fairness Infrastructure — Always-on monitoring; assurance at every stage.
The core message distilled from this work: Bringing fairness to every workplace.
Brand Creative Direction
Brand Personality & Archetype
We defined Sweep's brand personality as The Brave Mentor — credible, empathetic, and gutsy. Not a rigid legal institution. Not a union. A knowledgeable friend who stands alongside you and helps you speak up.
This archetype informed every creative decision that followed: tone of voice, colour choices, typographic contrast, and graphic language.
Logo
The selected concept, named The Signature of Harmony, was designed around a connected 'ee' letterform — representing the relational bridge between employee and employer. Script lettering echoes the signatures on employment contracts and legal documents. A clean sans-serif wordmark provides youthful contrast. Tracking dashes represent the app's always-on monitoring function.
The logo was refined across multiple rounds — testing scale performance, letter-form balance, and legibility — to ensure the 'ee' mark remained distinctive both within the wordmark and as a standalone icon at any size.
Visual language
Built around the idea of a friendly alert system — workplace fairness that looks as urgent as it actually is, through a visual system that feels like it's here to support you, not report you for honest mistakes.
Electric vibrant lime was chosen as the hero colour, a deliberate departure from the tones commonly seen across the sector, functioning as a friendly alert and an ownable signal of fairness.
Radar and monitoring motifs, contract and payslip icons, data grids, and a fluid looping 'ee' graphic work together to make abstract legal concepts feel tangible and alive.
Photography direction
The photography highlights workers front and centre — across retail, hospitality, construction, creative, and healthcare environments, with a particular focus on industries where underpayment is most common. Portraits feel confident and grounded, capturing the shift Sweep makes possible: from uncertainty to clarity.
The Result
The delivery of a new identity and messaging framework, complete with style guide and templates, gave the product team everything they needed to launch Sweep to market. Within a month of the brand identity handover, Sweep moved from beta to launch.
The brand cuts through a conservative sector with confidence: an energised visual identity that speaks to both Sweep's supportive qualities and its technical capabilities, and a messaging system that gives workers a clear, compelling reason to engage.
Sweep is now live on iOS and Android, and built to grow.
PROJECT TESTIMONIAL
"Cass brought real creative instinct and strategic rigour to the project. She took time to understand what Sweep is trying to do in the world, then translated that into a visual system that's cohesive, distinctive, and genuinely ready to use.
Bold and edgy — perfect for our target cohort. She held the space for us to openly work out what we wanted, and crucially what we didn't. She helped us decide. I'd recommend Cass to any founder looking for a branding partner who brings both the thinking and the execution."
Emily MacLoud, Product Lead — Sweep
2026