Helping Soldo's spend management platform take flight
BRAND POSITIONING - BRANDING EVOLUTION - DEMAND GENERATION - SALES ENABLEMENT
Soldo is a proactive way to manage the 80% of business transactions that are decentralised. Soldo approached LogicLogicMagic with the challenge of repositioning their brand, then driving growth across the business. Our Competitive Creativity® analysis revealed Soldo had few distinctive branding assets and no clear positioning. There was also evidence of unsuccessful rebrands in the past five years, with brand awareness among the target audience at only 8%. After work on the value proposition and audience research, we positioned Soldo with the line "Liberate finance. Accomplish more." Building on the colours in the existing logotype we brought to life the Soldo hummingbird to be a consistent, distinctive asset to epitomise the freedom and productivity which the Soldo platform enables.
Comprehensive brand guidelines were then created in Figma, echoing our philosophy to 'build on what's there' rather than 'rip and replace'.
A bespoke 3D rigged hummingbird was commissioned and created to match the detail, precision and real-time visibility which Soldo delivers. A metaphor for both Progressive Finance and the business agility and productivity that Soldo enables. Watch the story below.
Once distinctive brand assets had been created, brand and demand generation activity commenced. Progressive Finance became the platform idea under-pinning the campaign, recognising the significant levels of audience inertia that exist in Finance. Change is perceived as risk, people get comfortable with the uncomfortable, but most would hopefully consider themselves progressive when given a nudge.
Display advertising and social posts with research-validated messaging drove audiences into Demand Generation content programmes.
We support Soldo's event programmes with event theming, promotion, and pre and post event content creation, ensuring alignment with broader brand messaging.
Twelve months later and Soldo's Competitive Creativity® landscape has evolved considerably. Marketing content is now distinctive and engaging and the effect on brand awareness, pipeline growth and uptake of Soldo's platform has been extremely positive.