Data sync brand and website
Flume
Real-time data sync in one static binary, with a mark built for speed.
Overview
Flume moves data from databases like Postgres and MySQL into warehouses like Snowflake and BigQuery as it changes, without Kafka, all inside the customer’s own cloud. The site we started from was called Supermental. We renamed it, drew an F out of speed bars and kept the orange-on-black look the product already had.
- Year
- 2026
- Scope
- Naming, identity, website
- Platform
- Marketing website
- Type
- Chakra Petch and Geist Mono
Idea
Data that moves like water
Supermental already had a strong dark site: orange accents, clipped buttons and diagrams of sources wired to targets. The name did not say what the product does. It needed one that sounded like movement and a mark that could sit in the centre of those diagrams.
Name
Flume
A flume is a narrow channel that carries water fast from one place to another. That is what the product does with rows of data. Lowercase in the wordmark, five letters, easy to say in a sales call.
Mark
Three speed bars make an F
Three bars stacked on one slant: an italic F, and a stream moving down a channel. The bars keep hard cut ends to match the clipped buttons on the site, so the mark and the interface share one shape.
Colour and type
One orange on iron
A single orange with a darker pressed step, on a ladder of near-blacks for ground, surface and borders. Chakra Petch gives the headings their engineered edge. Geist Mono carries code and commands.
Product
The F at the centre of the pipeline
The old S mark in the hero illustration became the F, so the box every source flows into now carries the brand. The feature sections and the stack diagram kept their line drawings and picked up the new name.
Launch
Ready to share
The mark in the navigation, the favicon and the hero, on the same iron ground as the rest of the site.
Next project
Wagerline →
Casino analytics study, brand and app
