Vibe
- Brand
- UX/UI design
- Copywriting
- CraftCMS
Vibe is a point-of-sale platform built for modern retailers – flexible enough for any storefront, powerful enough to scale. Its subscription model and 24/7 support put the focus where it belongs: on the people using it.
The POS market is dominated by established names with years of brand equity. Vibe had a stronger product at a better price, but no identity – and one shot to make the category take notice.
The challenge
With no existing identity to build on, every decision was ours to make. The brand had to signal credibility, while the website had to be content-rich enough to perform in search, yet clear enough to convert visitors ready to make the switch.
Our approach
The workshops surfaced something important early on: in a market full of similar-sounding tools, Vibe's real differentiator was simplicity and support. That insight shaped the brand – and everything that followed it.
Brand concept
Simple on the surface, sophisticated underneath
The POS category had a habit of making simple things feel complicated. Vibe challenged that directly: a stripped-back alternative to clunky tech stacks that had come before it. We built an identity around a single honest proposition – powerful and simple – and every decision, from the visual language to the words on the page, was made in service of that idea.
Brand identity
Considered from the ground up
Neutral colours – Thick Cloud, White Noise, and a near-black – established a clean, professional foundation without tipping into cold or corporate. The accent, Bright Apple, brought the personality: a luminous soft green that added energy and a quietly futuristic edge without taking over. Typography followed the same logic, with clean geometric sans-serifs keeping things legible and modern, while the logo's slightly rounded inner corners added a subtle warmth. Hidden in the emblem was an abstract bar graph with a 'V' built into the mark – a quiet reminder that every detail matters.
Tone of voice
No jargon. No filler. Just Vibe.
Vibe's voice was clean, approachable, and quietly confident. The writing had to be scannable and direct, giving readers exactly what they needed and nothing they didn't, while still feeling human enough to be trusted. Headlines were punchy and purposeful, body copy moved fast, and the overall effect was a brand that communicated the way good software operates: no friction, no fuss, just the right information at the right moment.
Copywriting
Point of sale, powerful and simple
The category default is technical and transactional, so we gave Vibe something warmer. The core brand line set the tone: point of sale, powerful and simple. From there, every word on the site was written to feel accessible to any retailer, whether they were exploring POS options for the first time or leaving a legacy system behind, with the focus staying firmly on what retailers could do with Vibe rather than what Vibe does as a product.
UX/UI design
Clean layouts, clear decision-making
A content-rich site can easily become a maze. We designed multiple entry points and clear pathways through features, industries, and comparisons. Visitors arrived where they needed to be, whatever had brought them there. The interface carried the brand's minimal aesthetic throughout: clean layouts, considered hierarchy, and nothing that wasn't earning its place.
Build
The engine behind the experience
The site was content-heavy by design, so we built the CMS to match. Reusable blocks meant pages could be assembled quickly and edited in one place – particularly useful across the many industry pages that needed to stay consistent at scale. The standout was the pricing page, where cards updated dynamically as users adjusted their number of locations and registers. CMS toggles gave the team flexibility over layouts and spacing without ever needing to touch the code.
Team
- Art Director
- Rita Bastos
- UI/UX Designer
- Ellie MacLeod
- Copywriter
- Bobbie Hiscock
- Developer
- Dom Jay
- Project Manager
- Claudia Waring