Being the co-founder of Tabbery had enabled me to establish and maintain a brand from the top down. Tabbery was a complex brand: As a product, it connected with users both online and on their desktop, and often bridged between the two. As a technology it solved problems of sharing, clutter, organization, archiving, tagging, searching, navigating and bookmarking. It was obvious that a simple value proposition of ‘Organize and Share’ was needed to get users interested. But how do you translate that to a brand, desktop software and web site? The answer was a simple brand name that conveys exactly what it does Tabbery puts your work into tabs. A simple logo (hinting at a tab), and a simple yet memorable color scheme. From here on, the task is to develop all the brand assets on the same visual brand language.