Elastic Path Rebrand + Case Study
Congrats to our brand partner, Elastic Path, on their extensive rebrand. They had meaningful differentiation, and we loved helping them articulate it.
With over 20 years of experience, Elastic Path has become a bona fide expert in composable commerce. But in a crowded landscape with well-known competitors, the company needed a brand that looked ahead, stood apart, and amplified its superior products and service.
Here are just a few of the items we tackled...
? Brand Strategy: Our strategist and writer analyzed the brand and identified missed opportunities in the landscape. The team crafted a differentiation theme — “innovate on your terms” — that captured Elastic Path’s unmatched ability to take the risk out of composable commerce so its customers could focus on pushing boundaries and experimenting.
? Brand Attributes: Sincere and Ready — two of Elastic Path’s brand attributes — established the foundation for a brand that is kind, wise, and dependable, and a friend who shows up, comes prepared, and sticks by your side. A third attribute, Vibrant, captured the energetic, quirky, and innovative culture of the Elastic Path team — a key reason people enjoy working with the company.
? Core Values:??Be Open, Be Remarkable, Be the Team, Be the Customer. The fourth value, in particular, displayed the brand’s empathy for its customers and complemented its model of shared customer success.
? Audience Messaging Framework: We built an audience messaging framework with specific guidance tailored to both business ?????? tech-led audiences. This detailed, quick-reference framework, combined with a custom-built, three-prong brand voice, is defined as Approachable, Confident, and Inspiring.
? Visual Identity: Elastic Path is dynamic, flexible, and breaks the status quo, and we designed a logomark to match that. A polychromatic gradient represents a burst of energy, complementing Elastic Path’s Vibrant brand attribute. Other visual language elements included geometric pattern work that speaks directly to composable commerce.
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????If your organization's brand is holding you back, hit us up!
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