Careful consideration was taken when evolving the Draycir brand – Balancing the corporate identity with a suite of high-profile product identities was fundamental to its success. With comms required for multiple end-customer types and channel-partners across several software platforms, getting the right messages to the right person through the right channel was also crucial.
Our 'family' of identities had to work together but still pack-a-punch when viewed in isolation – By employing a simple graphic language we were able to hint at the software function without getting caught in the detail.
We also devised a messaging hierarchy with Draycir that was used across their family of products. This approach resulted in relevant content being used to engage with specific customer types for maximum impact.