We called it OwlBox based on, well, an OwlBox. The logo had to appeal to the construction crowd, yet portray that whoever is checking in on the site at any given moment cares about their project – so a subtle heart as the face of the owl.
As we researched websites in the industry it was pretty obvious that each one was a carbon copy of the other. No style, no substance, no personality, and chock full of corporate blue. We also realized that they focused on their cameras and not the actual image. A Project Manager doesn’t care about how the camera works, they just want it to work, and to check in on their project remotely. We focused on how the cameras will solve their problem and what kind of quality they’ll get when they log in.