Articulating genuine business advantage through clever positioning and a powerful visual identity propelled DocProcess to prominence in a typically static market
We carried out a brand audit and market analysis in order to inform new brand positioning, articulation and visual identity to open up a brand new category.
In a world awash with digital transformation solutions and providers, DocProcess struggled to stand out for its genuine differentiator: not only automating a company’s internal operational processes but directly connecting into the information systems of its partners.
A full brand audit and review of the market revealed that DocProcess had the chance to occupy a new category in its market: business ecosystem automation.
DocProcess’s unique platform goes beyond internal transformation, enabling firms to automate processes across a whole ecosystem of suppliers, partners and financial institutions. The existing brand positioning wasn’t making this clear to the audience.
We created a new, jargon-free positioning statement. The articulation was brought to life through a visual identity that nodded towards DocProcess’s connectivity and data accuracy, with fine keylines and a background interconnected graphic.
Research unearthed the innovation which lay hidden within the core of the DocProcess offering.
We defined brand positioning for the new category, matched by a powerful visual identity and tone of voice which matches their status as an innovator.
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Erstwhile challenger brand, now established cloud technology player, Nutanix, saw a chance to grab market share through a new brand identity.
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