TruAge
Digital ID Verification Branding & Identity
Role: Brand Strategy, Identity Design Lead
TruAge is a secure, digital age verification system created by The National Association of Convenience Stores (NACS). For customers, it’s a digital form of their ID, and for retailers, it fits seamlessly in their existing POS, giving their employees a simpler way to verify ID.
When they came to Upshot, NACS had settled on a name, but needed everything else. I created the logo and brand identity, ensuring it felt trustworthy, forward-thinking, expert and approachable.
The logo balances tech and humanity: the clean, monoweight font and the electric teal color convey tech, while humanity is brought out with the rounded edges of the letterforms and the playfully curving lines that form a thumbprint. By folding a checkmark, a universally-recognized symbol for verification, into the thumbprint, we’re quickly visually communicating that this app is about individual identity verification.
Sales Video
Digital Stylesheet
Website
Upon rollout, NACS needs to get adoption from one primary audience first: the retailers. We created this website with them in mind, starting by clarifying what TruAge is, why it should matter to retailers, and why NACS has the credibility to create it.
