Guts Agency | A human brand for the devtool Baz

Strategy

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Visual identity

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Website

Code review with a human twist

Today’s dev teams need to collaborate to get stuff done. But the truth is that more dev cooks in the kitchen means more friction – like slow reviews, merge conflicts, and ultimately, fragile codebases.

That's why Guy Eisnekot and Nimrod Kor founded Baz: to help dev teams write unbreakable code, with less pain around code review.

Baz asked us to help them rise above the typical devtool tendency to sound overly techy. Alongside the pillar of “unbreakable code,” we added a more relatable human pillar to Baz’s brand: “Unbreakable bond.”

Strategy

We knew that devtool brands love to talk about functionality and features. So for Baz to stand out, we wanted to tell a brand story with a human essence. Something relatable.

So sure, Baz helps developer teams build strong codebases. But we realized that underneath it all, Baz's deeper purpose is about the dev team itself – Baz is about creating strong collaboration, not just strong code.

By solving the friction around collaboration, Baz frees developers up to focus on what they love most: Building unbreakable things, together. This became Baz's human tagline.

Website

The brand essence of "unbreakability" inspired a design system where cubes bind together to create a unified whole. Each cube builds on the next, mirroring the way teams and code combine to create something unbreakable.

We featured this system in Baz’s website hero. And to help practical developers visualize how Baz can streamline their work, we displayed Baz’s features within IDEs.

Small and colorful Slice’s illustrations

Visual language

Baz means “falcon” in Hebrew. The logo contains Baz’s dual essence: technical precision and human bond. The falcon symbol is sharp yet rounded, to reflect Baz’s sharp eye for code and its collaborative spirit, while the typography balances stability with warmth. Baz’s color scheme features green, the color of successfully reviewed code, underscoring its promise of clarity and success.