Our new brand positioning & identity for Serraview

Truly Deeply is proud to unveil our brand development work for Serraview, a leader in workplace management and optimisation.

This is a bold new identity for a B2B brand that helps Australia’s largest organisations to simplify complexity, see the unseen and realise new opportunities.

Serraview provides intuitive workplace management and optimisation software for Australia’s leading corporate and government organisations. A niche B2B brand, Serraview has an enviable client list with leading banks, government departments and telecos.

The company has achieved massive growth of 52% this year and has just been included in BRW’s Fast 100 – Australia’s Fastest Growing Businesses – at number 72.

“Serraview provides services to a complex, dynamic corporate market that foster improvement and forward motion by simplifying complexity and visualising what would otherwise have gone unseen. All at once, our new brand-mark surmises what we’re all about,” says Ian Morley, Co-founder & Director of Business Development, Serraview.

Serraview is a B2B brand that competes with larger, more established software specialists as well as multinational technology and consulting firms. While they have a superior offer to all their competitors, their brand was neither distinctive nor compelling within their category.

Our brand research and market decode revealed a bold opportunity for Serraview to break away from dated and traditional software and consulting cues. By disrupting the market norms, Serraview emotionally engages their target audience around the real difference they make to their lives.

“The new positioning is built around the idea of how Serraview helps its clients ‘simplify complexity and see the unseen’. This provides a clear and distinct direction for the company and that fuels their passion to truly make a difference to how companies think about, plan, manage and utilise their space and ultimately realise their true potential,” says Michael Hughes, Director of Brand Strategy, Truly Deeply.

“At the heart of the design is a nucleus of energy, including all the elements that make up a workplace. The warmth of the globe reflects Serraview’s commitment to people – the people within the organisations they serve, the teams they work for, and their need to collaborate with each other and evolve in a changing world,” says Derek Carroll, Creative Director, Truly Deeply.

The design also cleverly echoes Serrraview’s product visualisations, including their signature ‘Visual Block & Stack’, representations of teams, people, workpoints and their inter-connected nature.

“Truly Deeply’s unique approach to design and development has led to a fresh, modern brand and visual language for our company. Their focus on brand strategy and gaining a deep understanding of our business has led to a design that beautifully reflects us and provides the basis for a visual theme that we can roll out across our entire company”, says Ian Morley, Co-founder & Director of Business Development, Serraview.

“The initial reaction from our staff, customers and partners has been incredibly positive. We are now positioning ourselves well ahead of the industry norm. We couldn’t be happier,” adds Morley.

Truly Deeply provided strategic brand and design solutions for Serraview including a brand audit, competitor and market decode, stakeholder research, brand strategy, identity design and visual identity development.

We also activated the brand with a new website, marketing collateral, stationery and corporate environmental design.

 

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