Strategic rebrand for a SAAS business

Make data amazing.

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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 challenges behind the change
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?
Key Business Challenges
Investor-backed business with
sights set on ambitious growth targets.
How could we position their identity to
match their ambition?
Key Business Challenges
Looking to develop their US market share.
How could they stand out in the US market?

Our process of change

Entire project delivered remotely through lockdown using MURAL

- Stakeholder Mapping
- Workshops with 35 team members
- Customer insight interviews
- Competitor mapping

The change we made

To make data amazing.

- We started with language and captured the company’s purpose
- Defined purpose, principles and personality and proposition
- New brand identity, website and associated communications materials.

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.

We considered the subtleties of the ‘business brand’ (Panintelligence) and the ‘product brand’ (pi), creating an 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.

Strategic rebrand for a SAAS business

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