Empowering IT professionals to make friends with change.
Crafted an uplifting brand story and identity to usher in Auvik’s next chapter of growth.
Services
- Brand Strategy
- Visual Identity
- Positioning
- Mission
- Vision
- Copywriting
- Brand Voice
- Messaging Platform
- Brand Guidelines
After acquiring three new companies to augment their offerings, Auvik aimed to redefine itself as a comprehensive cloud-based IT management platform. Our mission was to build a brand that not only resonated with their existing customers, but also extended its appeal to new audiences.
We helped Auvik enhance their brand-level messaging by leaning into an emotionally-compelling story that encourages IT professionals to reframe how they think about change. No longer an impediment for progress, Auvik is powering a paradigm shift that redefines change as a catalyst for growth.
Bringing this elevated and differentiated story to market helped better position Auvik for the future, and aligned and inspired their employees to see their unique value in a category that can often feel plain.
What We Learned Along the Way
Auvik, Amplified.
Simplicity, ease of use, and integration were central tenets of Auvik’s old messaging. And while these functional attributes were technically accurate, we sensed a reluctance to promise anything more. With Auvik’s expanded tech capabilities, we helped them create a bolder story that transcends category table stakes and highlights so much more than mere network monitoring.
End-to-End Delight.
Auvik considered spotlighting the impact they have on end-users, but feared over-rotating on this would alienate their customers who were the economic buyers. But the most successful B2B brands understand the power of demonstrating their utility to the ultimate user, even if they’re not the buyer. We encouraged Auvik to embrace this message—ultimately strengthening and humanizing their story.
Controlling the Narrative.
With increased tech capabilities and an ambition to grow, Auvik branched out by targeting new personas. So the concern to craft an overarching story that would resonate with each audience was critical. Luckily, our stakeholder interviews uncovered a unifying psychographic need that became foundational to the positioning: the desire for increased control. Because the more you feel in control, the more resilient you are to change.
Giovanna Blackston, Head of Strategy, Emotive BrandSome of our most impactful work comes from recasting an industry ‘evil’ as a source of power. In this case, the ‘evil’ was the fear of change. We flipped this fear on its head, positioning Auvik as the brand to usher customers through the chaos of change and see it as a precursor to progress.”
Change Agents Rising
The Auvik logo looks to the future and maintains a connection with the history of the brand. The logo symbol—a double rising arc—sits atop a newly crafted wordmark as a visual cue to the power of change as a tool to accelerate everyone’s potential. The rising arc motif acts as a connective thread throughout the brand language to accentuate the story of Auvik embracing change as an impetus for progress.
Uplifting Potential
The Auvik Brand Identity empowers IT professionals to reframe how they think about change. With its playful and optimistic graphic language and typography, along with its simple yet sophisticated color palette, Auvik is uplifting its customers and helping them reimagine what IT is to what IT could be.
Onward and Upward
The rising arc of the logo inspired an utterly simple graphic language and illustration style to bolster the action-oriented, conversational tone of voice. Using simple line work to form expressive faces, the anthropomorphic pictographs lend a whimsical, human element to the brand.
Rise and Be Heard!
A key component of the Auvik brand is a tone of voice that is at once assured, optimistic and isn’t afraid to have some fun. To reflect Auvik’s embrace of change as an accelerant for progress, their voice serves as a spark for action, expertise and leadership.
Experience that Works
Simplicity is Key
While we helped elevate Auvik’s positioning above and beyond how simple their product is to use, simplicity is integral to what makes their product so beloved. Simplicity became one of our guiding principles as we developed straightforward writing guidelines and their sleek visual identity.
A Sightline for Success
As Auvik’s business began to grow, the need for a rallying cry to unify and energize their employees was paramount. We created Auvik’s new mission and vision statement to align with the new brand positioning so all employees would understand what they should be collectively working towards.
Analyst Approved
After conducting research, interviewing stakeholders, and getting the leadership team’s buy-in, we wanted to ensure that the new way of talking about the technology would resonate with analysts at Gartner. This extra step reinforced our work and gave us the confidence that we landed in the right spot.
Passing the Baton
Auvik engaged a marketing agency to help execute on the downstream elements of the brand we built, so we were delighted to meet and collaborate with their team to safeguard the integrity of the new brand as it was brought to life.
Recent Work
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