Brand Identity Case Study–Procurement Cloud Software

We create brands that rise above the noise of their marketplace to find sustainable and unmistakable differentiation. ESM provides cloud-based procurement, sourcing, contract management, invoicing, reporting and analytics solutions for K12, Higher Education, and NGOs.

ESM was struggling. The previous owners had run what was a successful company into the ground, the new owner inherited a mess, but was determined to completely turn the company around. Along with a complete restructuring of the business processes, Frank Brands was drafted in to do a complete ground-up re-brand of the company.

After analysing 30 peer companies, my client agreed to take a very BOLD move. Whatever was the norm in colour, design, typestyles, imagery, and graphics – I took the opposite route. The key was to move from male/blue/techy/shouty nonsense – and shift the focus to a warm, feminine, conversational. aspirational.

Delivered: values, vision, mission, logotype, brand identity, strapline, website, video, stationery, social media, brand guidelines, icons, PPT, brochures, sales sheets, swag.


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