Their previous brand identity – along with a lack of clarity around their brand strategy and positioning – was limiting their ambition in a very crowded sector. They initially approached us to review their website, but we went further. We challenged them on the effectiveness of their brand and how they could propel their business through a more clearly defined proposition. We opened their minds to a much greater potential.
While competitors were talking of ‘data insight’ and ‘data analytics’, we wanted to show that Conjura had the power to alter the course of events. The information they extracted gave their clients something far more valuable: foresight. We put ‘Data Foresight’ at the heart of their new positioning and then created a narrative and visual expression around the direct benefit – “Change the outcome”. Visually, we developed a flexible graphic style which is bright, strong and challenging, the exact opposite of the stereotypical blue, technical space they inhabit. Within the graphic system we created a storytelling language that moves from a fractured, incomplete or misleading view to a clear and full picture. The logotype also reflects this idea of falling into place and completing the picture.
Just three months after the rebrand, the company reported both a greater number of inquiries, and, crucially, a sizeable upturn in conversions of new clients of some 25%. Better still, they are now winning openings from organisations that had previously eluded them. They now use great storytelling to explain things far more simply and their brand communicates with a natural, more human tone. Successes are celebrated through clever stories that read in reverse, telling how outcomes were influenced by better decisions through Data Foresight. Their credibility and attractiveness have been transformed.
The project has received four nominations for brand strategy and design at the 2021 Transform Europe Branding Awards. The awards ceremony will take place in May.