[MEL21]




Key Dates

18 March - Launch Deadline
15 April - Standard Deadline
13 May - Late Deadline
8 July - Judging
15 July - Winners Announced
10 August - Awards Presentation


Project Overview

LivePreso (formally SalesPreso) specialises in smart presentation software that allows businesses to automate presentations that leverage their own data to create perfect customer stories.

We were asked to help SalesPreso rebrand to LivePreso. Through the process of research and strategic thinking, we identified a hidden value that they often provide; the ability to help clients transform their business.

Project Commissioner

Live Preso

Project Creator

MASS

Team

MASS

Project Brief

Our brief was not only to determine what how they were going to look but also how they were going to sound and more importantly, what they were actually going to say.

We needed to help them evolve from a brand that leaned more toward the 'what' and the 'how' to a brand that champions those within businesses who legitimately want to make a change within their own organisation.

We identified the perfect target audience as a customer who does want to make this change but needs to be able to tell the right story. We created a new credible single-minded brand position; 'Make Change', and we used this organising idea to inform our visual language.

Project Innovation/Need

We used the creative process to identity the 'Make change' positioning and used our skills as designers to visually communicate 'change'.

The brand mark itself has been designed to change; change size, change format and animate to demonstrate changing states. The logo marque supports supplementary copy and can be positioned in a number of different formats to establish familiarity whilst maintaining difference from one execution to another.

We also implemented a pattern motif throughout the visual language, which was designed to both be a representation of change and a visualisation of flowing data. The pattern grows and contracts, can be cropped to inform layout compositions or be used as a mask for brand imagery.

From a workflow point of view, we followed a sprint-based process that involved stakeholders throughout. This is a relatively unique approach to brand work that favours continual iteration and experimentation over big presentations.

While we are happy with the visual outcome, we are most proud of the process that we went through with the client to identify what really makes them great.

Design Challenge

One of the early challenges in this project was finding a while to distill all the intel and information the client had in their mind into something we could work with. That meant starting off more strategically, figuring out what we wanted to say before jumping too quickly into how we wanted the brand to be visualised. Landing on that organising idea of 'Make Change' took time and a few rounds of feedback to get right.

It was only when we were confident in our strategic work that we even began to explore what that might mean from a visual language point of view. That kicked off a whole bunch more challenges about what constituted the idea of 'change' while still having to retain some association to data, intelligence and insight.

All these challenges were not unexpected though. We trusted the process and had the added benefit of an engaged client who wanted to push the work as much as we did.

Effectiveness

Through the course of rebranding Sale Preso to Live Preso we have helped them go from a software company to a company that helps transform businesses. They are no longer known just for their great dynamic presentation tool, but they are now building their own reputation as a business for businesses.

While we have little evidence of the true market impact, we know anecdotally that our work has positively contributed to the way the business thinks about itself. It's just the beginning, but it's the first step towards focusing the entire team around the primary customer value and a tool to create ultimate alignment.




This award celebrates creative and innovative design in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
More Details