Branding/Visual Identity

A New Direction.

Cloud Software LLC was a software development company focusing on Salesforce based solutions for businesses in a variety of industries. Companies such as American Express, Sunnova and Hewlett Packard looked to Cloud Software as their solution provider. Even with their strong client list and background, the company faced challenges within their space of expertise. Strong competition within their industry, antiquated digital marketing practices and a less than memorable brand name served as hindrances for future growth.

I was hired by Cloud Software to re-define their brand, explore new digital strategy approaches and provide UX/Design vision for their new client-facing presence. I took a phased approach which would first explore their brand.

Phase 1

In-depth exercises to explore how they perceive themselves as a company, how existing and potential clients perceive them, how they see themselves in 5 years, etc. to develop criteria for evaluating potential names. After careful research and consideration, Renwell was created.

Phase 2

Expanding on findings from the naming evaluation to incorporate shapes, colors and typography which visually represented who Renwell was. Smart, modern, timeless and simple were a few of the keywords used to describe how they saw themselves and how they wanted to be perceived externally.

Phase 3

The Renwell Digital Visual Identity System was a comprehensive guide I created to give themselves and their audience cues to associate the brand with beyond just the logo. The system included the Renwell Brand Statement, logo usage and guidelines, color palette, typography, photography and iconography.

Project Progress

Strategy 100%
Branding 100%
User Experience 100%
Design 100%
Development 70%

BEFORE | AFTER

UX/Design

Simplifying Technology.

Cloud Software’s previous site iteration was antiquated in many ways. It didn’t tell a story or engage users. As their primary marketing tool, it fell short presenting information on who the company was, what they offered or their process in creating solutions. I worked with the leadership team in defining who their potential clients were, how they searched for information and developed a plan to create a positive Customer Experience which would enhance the sales process.

Existing Challenges

  • No defined user flow, confusing and limited Customer Experience
  • Lack of case studies and information on previously completed projects
  • Focus on dry industry jargon, alienating a portion of its potential market
  • Usage of generic industry stock photography/visuals which didn’t support a story

Process/Solutions

We first needed to empathize with Renwell’s customers.  Our findings showed that Sales and Marketing professionals often sought solutions Renwell offered. Previously their primary focus was to engage IT professionals. Upon entrance, the visitor would be met with question/solution messaging as an initial point of engagement. Renwell’s experience working with the Salesforce platform followed.

We also gave visitors multiple paths to explore. Were they looking for a specific service or did they want to search by industry? To further humanize Renwell, we wanted to create an area which included a variety of content for users to explore: employee blog posts, client testimonials, case studies, industry news and careers.

Once users dove deeper into the Services section, we harnessed Salesforce’s rich content library and provided video overviews of each product and how it would benefit their organization. Also offered was detailed whitepaper so they could share with technical stakeholders.

The Industries area showed off Renwell’s diversity and gave examples of the solutions they provided. This gave further credence to Renwell’s experience and ability to adapt to a variety of industries.

Throughout the journey we included opportunities to explore related content at each touchpoint. Case studies, career opportunities, related news items and offers to demo products.

Visually, the site utilized Renwell’s Visual Identity System introducing bold, inviting colors, modern typography, all new iconography and bold photography that supplemented messaging and content storytelling.

Statistics/Analytics are not yet available for the site. Currently in the build/development process.