creative
engineering
studio
Case study
As the organization evolved, a complex product architecture and technically driven naming reduced market clarity and made the ERP offering difficult to position within a highly competitive landscape. While the product was robust, the brand did not clearly communicate value to users or decision-makers. The task was to make the brand more market friendly while strengthening the positioning of the product.
1. Discovery and Strategic Diagnosis
We began with a structured discovery phase that included interviews with senior management and a detailed analysis of the product, target customers, and competitive environment. This phase focused on clarifying user needs, refining the value proposition, defining customer segments, and sharpening market positioning. At the same time, we articulated the internal brand core to ensure alignment between business strategy and external communication.
2. Brand Strategy, Architecture and Naming
Based on these insights, we defined a clear brand strategy and redesigned the brand architecture to support easier understanding and stronger market positioning. The structure spanning the company, product, individual applications, and application modules was simplified and made more intuitive. Naming conventions were reworked to be user-oriented, consistent, and scalable, helping the product stand out in a crowded market.
3. Identity & Brand System Implementation
The updated brand strategy was translated into a refreshed visual identity and a comprehensive brand guidebook. The system established clear rules for communication and application across products and touchpoints, ensuring consistency and ease of use. The result was a more approachable, market-ready brand that supports clearer positioning and future growth.