Rebranded. Repositioned.
Reimagined.
Modernising and simplifying an overly complicated market offer.
Role: Brand positioning | Value Proposition | Messaging | identity | Creative direction across all marketing mediums
We created a compelling brand redesign and repositioning.
A series of virtual workshops were conducted to deeply understand the CCHQ team, their values, and the significance of CCHQ to their clients.
This in-depth exploration formed the foundation for crafting the brand's identity and positioning.
Market research played a crucial role in understanding CCHQ's competitive landscape, trends, and customer expectations.
The creative team delved into these insights to develop a unique, high-energy tech brand that would be powered by its people, setting CCHQ apart from its competitors.
Background
CCHQ (CrowdControl HQ), a social media management software company, underwent a brand redesign and repositioning following its acquisition by the BECG Group.
The objective was to develop a compelling value proposition and brand strategy to differentiate CCHQ in the market, drive growth, and establish it as the go-to partner for social media management.
Prior to the rebranding, CCHQ's brand lacked reflection of the personality that resonated from its team, giving it a functional and passive feel, recognising the need for a brand that was more accessible, intuitive, empowering, energetic, and human, capable of engaging stakeholders across all levels of an organisation.
“SoCrowd is different because we combine our simple-to-use but powerful tech platform with a collaborative partnership approach.
It’s one solution that can flex with the individual needs of an organisation. Helping them enhance and protect their reputation, realise the value of social media and deliver real strategic outcomes.”
— Their own words
Deliverables
Brand strategy
A comprehensive brand strategy was developed, aligning CCHQ's values with its desired market positioning. This strategy provided a roadmap for all brand-related activities.
Name & brand persona
A new name was created that captured the essence of CCHQ's repositioned brand. Additionally, a vibrant and engaging tone of voice was defined, ensuring consistency in all brand communications.
Value proposition
A clear and compelling value proposition was crafted to communicate the unique benefits and advantages of choosing CCHQ as a social media management software partner.
Messaging
A cohesive messaging platform was established, outlining key brand messages and narratives that resonated with target audiences.
Identity
A head-to-toe brand code was created to reflect the energetic and human qualities of the brand. This included a redesigned logo, art direction, and marketing collateral that conveyed CCHQ's new brand personality.
Brand guidelines
Comprehensive brand guidelines were developed to ensure consistency in the brand's application across various touchpoints. These guidelines covered aspects such as logo usage, typography, colour palette, and brand voice.
Website design & build
The digital presence of the brand needed to reflect the simplicity and power of the new SoCrowd platform UX and UI. ultimately being the go-to sales tool for encouraging demo booking.
Video content
Promotional videos and animated content were produced to captivate audiences and effectively communicate the brand's value proposition. These assets were designed to showcase the benefits of CCHQ's social media management software and its impact on businesses.