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Brand identity

For over 25 years, PurchasePlus has simplified procurement for the hospitality industry — operating in 35 countries, building a catalogue of over a million items and transacting over a billion dollars annually.

Reinvigorating purchasing for hospitality

PurchasePlus is an end-to-end purchasing platform designed by hospitality, for hospitality. As the post-covid world reopens, an updated corporate vision called for a modernised brand system that reconnects with the industry.

Researching current perceptions and customer journeys, we transformed PurchasePlus to look distinctively different from competitor platforms. Embracing human elements and injecting joy, purchasing becomes demystified for all levels of hospitality.

We created a full identity system for PurchasePlus — from logo through to website concepts.


  • Brand audit and research
  • Visual identity design
  • Website concepts
  • Illustration
  • Character animation
  • Report design
  • Brand rollout


  • CreativePool Annual, People’s choice (Branding), 2023
  • C2A Creative Communication Award 2022, Winner
  • International Design Awards 2022, Honorable Mention

A big story in a little logo

Retaining a plus-sign in the logo was central to our design brief, but we wanted to add new layers of meaning to align with the brand’s new values. The new icon symbolises an intersecting marketplace for buyers and sellers. Its leaf shape embodies the company’s new slogan: ‘the better way to grow’. Streamlined shapes represent steps moving onwards and upwards via digital transformation. The logo’s digitally-optimised font was customised with some quirky touches, to bridge between the industries of technology and hospitality. A distinctive colour palette was inspired by the energy of trading and electricity of nightlife.

Meet the Longarms — your product hosts

Adding warmth to the powerful platform was achieved through an animated character set. Always extending a helping hand, the Longarms help everyone in the hospitality industry. As the user’s friendly hosts, they explain features and demonstrate benefits of the software.

“Thank you for the really popping, powerful and purpose-focussed PurchasePlus brand identity, brand storyline and collateral. From the first view I was thrilled — it’s something we are going to be very proud of, and something you and the team should be proud of also.”

Malcolm Jull, CEO, PurchasePlus

Human-centred cloud-based technology

To future-proof the identity, web accessibility was incorporated into every stage of the roll-out. Customised icons and animated scenes echo the geometric shapes of the logo. The image bank was refreshed with authenticity, diversity and vibrance — portraying people working in a multi-sided ecosystem that helps everyone grow.

“This has a new, distinct feel for the hospitality industry which typically focuses on functional logistics. There is a warmth and humanity which has an emotional connection. The assets have good opportunity to stretch and work well in the UX”

Paul Mcdowall, Clarkmcdowall Partner, Creativepool The Annual Judge

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