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Challenge:

A business communications provider was ready to transition their brand to reflect the evolving culture of the company, the launch of an innovative product set, and to stand on its own, out from under the parent brand umbrella. While the look needed to be fresh and forward-looking, it was also imperative to maintain some elements of the identity their customers know and trust.

Solution:

We guided the company through a strategic input process, which included value proposition development and discovery, along with systematic gathering of feedback from employees and customers. This feedback directly inspired the new brand concepts, which were then pulled apart and tested in both quantitative and qualitative fashions. From there, the new brand was brought to life, and the team worked diligently to ensure all brand-related outputs reflected this collaborative effort.

Results:

By giving their customers and employees an active voice to shape the new brand, we also helped the company reinforce their brand promise – to truly listen and understand what their customers want to achieve. The new brand is fresh, without being completely disconnected from the old brand. It is innovative and sophisticated, and better serves the company’s core audience of medium to large businesses.