Strategic rebrand for a SAAS business

Make data amazing.
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Brand Project Overview
This Leeds-based data visualisation, reporting, and analytics software developer was ambitious!
Having recently secured £4.5m Series A funding, they had plans in place to grow the business and to develop their market share in the UK and in the US particularly.
Key Business Challenges

Having made a recent shift in strategy to focus on a direct-to-end-user market,  they needed to shift their messaging to a benefits led approach rather than feature led. 

How might they tell this story?

Investor-backed business with sights set on ambitious growth targets.

How could we position their identity to match their ambition?

Looking to develop their US market share.

How could they stand out in the US market?

Brand Process
An entire rebrand delivered remotely through COVID lockdown using MURAL

- Stakeholder Mapping
- Workshops with 35 team members
- Customer insight interviews
- Competitor mapping
- Defining brand principles and personality

Brand Strategy - The Headlines

Brand purpose.
We make data amazing.

Brand positioning.
Always thinking.

Brand personality.
The developer's developer.
Bold. Intelligent. Witty. Supportive. Grounded.

We considered the subtleties of the ‘business brand’ (Panintelligence) and the ‘product brand’ (pi), creating a brand architecture with which to communicate products and services more simply and in a way that highlights the benefits to clients, rather than the features of the products.

We worked with the Panintelligence team to articulate their brand principles to reflect the culture within the business:
  • Be adventurous
    - every day is an adventure.
  • Be genuine
    - to have our heads in the cloud we need our feet on the ground.
  • Be supportive
    - work together to get the job done.
  • Be inspired
    - work should be great.
  • Be clear
    - create in code but communicate in clarity.
Brand Identity
  • A new brand identity including a new 'pi' icon embedded into the logotype
  • A graphical toolkit influenced by data sets
  • Comprehensive brand guidelines 
  • Design and build of a lead generation website
  • Design and development of sales tools and templates

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