Hazelcast brand strategy, messaging, identity and visual system

Brand Challenge

Hazelcast is a fast-growing streaming event platform that helps its customers increase revenue, build deeper relationships and generate customer loyalty.

Brand Solution

Brand Zoo developed an aspirational story around the real-time intelligent applications platform. The visual identity was designed to present a visually striking, modern and memorable look. The stylized design and illuminated data star “H" communicates speed and engineering precision with each star representing value moments the software captures.

Brand deliverables included:

- Brand positioning idea

- Messages and brand narrative

- Brand identity

- Brand visual system

- Website template development

- PowerPoint template

- Collateral templates

- Brand guidelines

"The Brand Zoo team helped us align around the idea of instantaneous value capture and brought together benefit-oriented messaging with a very modern visual design for the company."

Gregg Holzrichter, Chief Marketing Officer, Hazelcast

Brand Challenge
Cloudleaf is a rapidly growing supply chain software management platform led by technology industry veterans that are pioneers in developing category defining companies.

Cloudleaf’s modern, open platform provides unrivaled, continuous visibility and intelligence into supply chains. It makes it possible to know where critical materials are at every step and stage, all the time. The right data, at the right time, to make the right decisions.

The brand challenge was to identify a category defining way to help them communicate their story and meet a very tight 90 day deadline to launch the new branding.

Brand Solution
We worked to develop a compelling verbal brand narrative with the customer-oriented theme of illuminating dark spots in supply chains and giving customers the ability to “See Beyond.” To bring the ideas to life, we created a bold visual Cloudleaf identity comprised of an A symbol emanating light supported by a striking and memorable graphic system.

Brand deliverables included:
- Brand positioning idea
- Brand tagline
- Brand identity
- Brand visual system
- Website redesign
- PowerPoint template
- Collateral templage
- Exhibit design intent- Brand guidelines

BrandZoo delivered all this in a total of 90 days.

“Brand Zoo helped us to crystalize the Cloudleaf brand idea, and messaging and visual identity. They worked quickly to understand our markets, technology and differentiating offer. The team offered great insights and creative ideas that helped align our executive team and allowed us to launch our new brand into the market in 90 days.”

Lisa Magnuson,
CMOCloudleaf Inc.

Brand Challenge

Commio is an integrated voice and messaging platform that helps companies deliver omnichannel customer conversations at scale. With the combination of ThinQ voice and Teli messaging solutions, the new Commio needed to be brought together under a single, unified narrative and brand identity.

Brand Solution

Brand Zoo developed a positioning around Commio being the “Essential Ingredient” to help customers add reliable, scalable, cost-effective voice and text communications to their technology platforms, and to improve the experience of their end customers.

The new Commio logo and symbol leverages the root meaning of communication, and is designed to communicate how Commio's products complete customers’ offers and experiences. The vibrant blue visual system is designed to stand out against entrenched competitors as the modern and more affordable alternative.

Brand deliverables included:

- Brand positioning idea

- Messages and brand narrative

- Brand identity

- Brand visual system

- Website templates

- PowerPoint template

- Company brochure templates

- Digital ads

- Brand guidelines

"The Brand Zoo team worked to identify the functional and emotive benefits of our combined companies and helped us align around one story, one name and more focused ways to bring our brand to life.”

Tim McLain, Director of Marketing, Commio

Brand Challenge
CardFree is a fast growing mobile commerce platform company led by industry veterans that pioneered the development of loyalty, order ahead and mobile payments for large brands. Their experience includes the successful development and deployment of the three largest mobile wallet initiatives in the US.

Their platform makes it easy for merchants to deploy and simple for the consumer to use. The brand challenge was to identify a merchant-focused way to help them communicate their story of scalable solutions that offer merchants the tools to enhance customer engagement and loyalty while driving incremental visits and transactions.

Brand Solution
We worked to develop a compelling brand narrative with the customer-oriented theme of “Get Mobile Ready.”

Brand deliverables included:
- New identity
- Brand visual system
- Website redesign and development
- PowerPoint Sales Presentation
- Collateral template
- Trade Show Exhibit design
- User Interface Design for Mobile Screens
- User Interface Design for Pay@Table product
- User Interface Design for Merchant Take-Out Ordering System
- Brand guidelines

“Brand Zoo helped us to rapidly redefine and modernize Cardfree’s brand story and brand expression. The new Cardfree brand communicates the bigger brand story and the impact we are having with our customers."

Diane Hong

Chief Marketing Officer

CardFree Inc.

The Company
Reputation Institute pioneered the study and measurement of corporate reputation and has for 20 years measured how well companies perform across the critical factors proven to shape and influence stakeholder perception. Yet its corporate identity looked its age and its go-to-market approach emphasized the details about the science of reputation.

The Challenge
Reputation Institute’s ability to grow faster hinges in large part on two key things: First, establishing the fact that reputation is not an amorphous, nice-to-have thing but rather a key determinant of business performance. And second, the success of modernizing its offering, which shifts the RI model from resource-intensive service to a high-throughput, big data analytics program.

The Solution
Brand Zoo helped Reputation Institute define a new, crisp and modern message around the simple but powerful idea that reputation drives performance. And we helped them refresh their brand identity to better align with a modern, technology-driven company in step with its large enterprise customers.

The result is a new brand narrative, identity and tagline “Powering the world’s most reputable companies.” The result is also a new website, marketing and sales presentation materials articulating the company’s unique reputational expertise and research offer. And the result is an enhanced reputation to help power the next phase of Reputation Institute’s growth.

“The Brand Zoo team helped us to crisply define our brand story, messaging, and visual expression around how reputation drives business performance. They really know how to effectively engage with senior executive teams to define brand strategies and to accelerate the business.”

Tyler Newton, Chairman, Reputation Institute

The Company
Software is the engine that powers the modern enterprise. Plutora is helping some of the most innovative enterprises on the planet create, test and deliver that software. Its customers rely on the company to help them deliver high quality software at speed and scale.

The Challenge
Plutora is at the forefront of a software category defined by break-the-rules innovation and agile principles. Yet its brand conveyed little of the energy and imagination of the company or its people. The company needed a brand as dynamic as its technology and the magnitude of the challenges it helps its customers solve.

The Solution
BrandZoo responded to the challenge by helping the executive team to align around a big and aspirational brand narrative, Continuously Amazing Software. We also created a new and modern look and feel for Plutora, capturing the attitude and dynamism of the company and its technology. We made subtle refinements to the logo to communicate the core principles driving continuous software development and delivery. New iconography, images and visual style put Plutora at the center of and integral to the software that touches and shapes modern life.

The result is visually stunning and compelling, amplifying the ideas that distinguish the company in a crowded technology landscape.

“Brand Zoo helped us to define our story of working with customers to help them deliver continuously amazing software. The new brand communicates the dynamic personality of the company as well as the impact we are having supporting our global customer base."

Bob Davis, Chief Marketing Officer

Plutora

Brand Challenge 
Formerly Systems in Motion, Nexient is an onshore applied innovation software development company who works closely customers to accelerate new solutions to market. The brand challenge was to transition form the previous name and identity and to build a brand story for Nexient that is true today but aspirational for future… giving “permission” to successfully expand and grow into new markets, new client industries and geographies.

Solution
A new identity was created using a symbolic "NX" to signal forward thinking, agility, speed-to-market and innovation. In conjunction with a brand tagline statement of "What's Next.", brand messaging and a brand visual system of connecting arrows was also developed to communicate looking to the future and differentiating them from an IT consulting industry characterized by large, lumbering giants or low-cost, low-efficiency offshore shops.

TRUSTe was founded in 1997 to provide companies with a way to demonstrate their commitment to privacy and build online trust. For nearly 20 years, consumers looked for its iconic certified privacy seal on web sites and companies were proud to display it.

As privacy regulations and the online ecosystem evolved, TRUSTe expanded their offerings to include a technology platform and consulting services. While the new technology based offerings are the largest portion of their business, most people continued to think of TRUSTe as a privacy certification company.

TRUSTe engaged Brand Zoo to refresh its brand to better align the company with the evolving market, and to help it capture a greater share of that market.

The result is a new brand narrative that balances the company’s legacy, its future and the unmet needs of customers. The result is also a new web site and marketing materials articulating the company’s unique values, expertise, and technology.

And the result is a new name that links the past and the future.

TRUSTe is now TrustArc.

Brand Challenge
Atlantis Computing, a young storage virtualization company was looking to align its big vision of bringing storage freedom to a market controlled by large, expensive and slow moving hardware companies.

Solution
A new brand was created to convey the aggressive and ambitious culture of Atlantis Computing through the design of a modern anarchy monogram "A" and a bold color palette of black and red. The image of rebellious bikers was also used to further signal their position as a category challenger for the brand launch at a key tradeshow event.

SE2 Brand Identity Messaging and Website Design

Brand Challenge

SE2, the leading third-party administrator for the life and annuity insurance industry. The company’s new leadership and expanding set of services was an opportunity to create a new brand story and expression that matched their insurance expertise, services and technology platform.

Through our work with the executive team, we understood the need to leverage their core differentiators, insurance industry expertise, robust technology platform and specialized services that are purpose-built for insurance industry clients. In addition, their technology platform is designed to grow and evolve as their client’s needs change helping them to “futureproof” their IT investments.

Brand Solution

We worked with SE2 to shape their brand promise to “future-proof” their customers. The help their customers accelerate speed to market, streamline operations and reduce risks and costs through purpose-built insurance services and technology expertise.

A bold visual brand was created with the core identity comprised of a brandmark and symbol that communicates a bold, future-oriented story, reinforced and supported by a visual brand system with a strong color palette of bright green and black. This was combined with verbal brand narrative with the theme "Purposebuilt and Futureproof”.

Brand deliverables included:

- Brand positioning idea

- Brand tagline

- Brand identity

- Brand visual system

- Brand narrative and messaging platform

- Print and digital advertising

- Website redesign and development

- PowerPoint overview

- Corporate Brochure

- Recruitment Brochure

- Collateral System

- Brand Launch Presentation

- Employee Brand Book

- Exhibit design

- Signage

- Brand guidelines