ESM Solutions is a cloud-based procurement, sourcing, contract management and invoicing platform serving K12, Higher Education and NGOs.
When new ownership took over, the business needed more than operational restructuring. It needed credibility restored. Market confidence rebuilt. And a brand that reflected the quality of its technology.
After analysing over 30 competing procurement software brands, the opportunity was obvious. The sector was dominated by predictable blue, aggressive, male-leaning “tech” aesthetics. Interchangeable. Forgettable.
We took a deliberate strategic pivot.
A warmer, more human, more conversational brand identity. Confident without shouting. Professional without looking corporate. Intelligent without feeling cold.
The result? A distinctive EdTech SaaS brand positioned around relationships, trust and clarity — not noise.
logotype,
brand identity,
event stands,
website,
stationary,
social media,
brand guidelines,
icons,
PPT,
brochures,
sales sheets,
swag.
The rebrand repositioned ESM Solutions as a progressive, people-first procurement technology partner.
The new identity delivered:
• Clear differentiation within the education procurement SaaS market
• Stronger brand recall through a distinctive colour and visual system
• A cohesive experience across website, event stands, sales collateral and social media
• Internal alignment through comprehensive brand guidelines
Instead of blending into the category, ESM now leads with confidence. And in competitive SaaS markets, that changes everything.
“Working with Frank Brands was an absolute pleasure and we are thrilled with the ESM Brand Identity, Website, Brochures, PPTs, Event Stands, Social Media Campaigns and dozens of other items.
Frank has a strategic approach. We were impressed with his research into competitors – on seeing our 12 main peer websites on a page next to each other, his rationale to take the bold red colour route became compelling – with the bronze accent also adding extra depth and differentiation.
Frank from Frank Brands, gets things done with minimal fuss and direction, owning projects and delivering high quality work at a quick turnaround. ESM Solutions wishes Frank all the best and we look forward to continuing our relationship and growing together.”
Joshua, CEO, ESM Solutions, USA
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I work with ambitious SMEs in legal, IT, cybersecurity, finance, edtech, advisory and consultancy who want more than a prettier logo. They want clarity. Positioning. Commercial impact.
If your brand feels outdated, inconsistent, or is holding back growth, let’s fix that.
I love friendly collaboration with ambitious, passionate people who understand the benefits of creative, strategic, B2B branding.
If you believe branding should drive measurable business results – not just “look nice” – we’ll get on well.
Drop me an email and tell me more…
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