Bold Moves in Finance: Rebranding Success for SmartOffice
Results
Disruptive Brand Identity
Crafted a modern brand with a bold, Jester-inspired personality that captivates and engages.
Sector-Specific Solutions
Customised content for each industry, ensuring that SmartOffice’s offerings align perfectly with client needs.
Lead Generation
Improved conversions with a state-of-the-art ROI calculator and strategically placed CTAs on website.
About The Customer
Founded in 2019, Smart Office provides automated solutions that take the hassle out of manual tasks, letting businesses focus on growth and innovation. Their document automation platform drives efficiencies that scale with your business.
Industry
Technology
Company Size
Small Medium Enterprise
Services
Brand Strategy
Website Design
Website Development
Growth Marketing Subscription
The Challenge
SmartOffice, a finance software company with a young and dynamic team, wanted to break free from the traditional, often rigid branding seen in their industry. The CEO, known for his great sense of humour and love for disruptive marketing, envisioned a brand that would echo the team’s personality—bold, playful, and unafraid to take risks. The challenge was to refresh their brand identity while balancing this playful tone with the professionalism required in the finance sector. SmartOffice also needed a website that was not only engaging but also functional, driving conversions through clear CTAs and industry-specific content.
The Solution
Brand Strategy
Our team conducted a thorough competitor analysis, not only within the finance software space but also looking at brands known for their disruptive marketing strategies. This analysis, combined with a SWOT analysis, provided insights that shaped the direction of SmartOffice’s new brand identity. Through in-depth brand strategy work, we identified the “Jester” archetype as the perfect fit for SmartOffice. This archetype allowed us to inject humour and a light-hearted tone into the brand, while still maintaining the credibility needed in the finance industry. We developed the company’s mission, vision, and values to align with this new identity, ensuring consistency across all touch points.
Logo Redesign
The logo redesign was a crucial element of the rebranding. We simplified the existing logo, stripping it down to its essential elements for a cleaner, more modern look. This not only enhanced clarity and appeal but also ensured that the brand’s recognition factor remained intact.
In line with the Jester archetype, we carefully balanced the humour injected into the site with the professionalism expected in the finance industry. The copy was crafted to be witty and engaging, yet clear and informative, ensuring that the brand’s playful personality shone through without undermining its credibility.To make the website visually engaging, we introduced dynamic animations that brought SmartOffice’s services to life. These animations were not just decorative; they were strategically designed to showcase key features and benefits of the software in an interactive manner.
Understanding that SmartOffice’s target audience spans various industries, we developed a sophisticated content filtering system that allowed users to easily find information relevant to their sector. This feature enabled potential clients to see exactly how SmartOffice’s solutions could address their unique challenges, making the content more personalised and directly applicable. By allowing users to filter by industry, we reduced the friction in the user journey, helping visitors quickly connect with the content that mattered most to them.
A significant addition to the website was the development of an innovative ROI calculator. This tool was designed to engage users by allowing them to input specific data related to their business operations and instantly see the potential return on investment they could achieve by using SmartOffice’s software. The calculator served as both an educational tool and a lead generation device, providing valuable insights to users while encouraging them to take the next step in the conversion funnel.
To drive conversions, we strategically placed clear and compelling calls-to-action (CTAs) throughout the site. Each CTA was designed to guide users toward taking specific actions, whether it was signing up for a demo, downloading a resource, or contacting the sales team.
The Smart Group delivery eye-catching campaigns with well thought out creative content, and always impress with their positive attitude and passion. For our most recent campaign, they delivered high-performing content that proved successful across all demographics. I highly recommend The Smart Group team for all marketing campaigns.
The Smart Group delivery eye-catching campaigns with well thought out creative content, and always impress with their positive attitude and passion. For our most recent campaign, they delivered high-performing content that proved successful across all demographics. I highly recommend The Smart Group team for all marketing campaigns.
The Results
Following the successful rebranding and website redesign, The Smart Group has entered into a growth marketing subscription with SmartOffice to continue building on the momentum we’ve created. As part of this ongoing partnership, we are now focused on rolling out SmartOffice’s disruptive and bold brand personality across their social media platforms.
Leveraging the “Jester” brand archetype established during the rebranding process, we are crafting social media content that is not only informative but also entertaining and engaging. Our strategy involves a mix of humorous posts, platform insights, and interactive content designed to capture attention and drive engagement. This approach ensures that SmartOffice stands out in the crowded finance software market, consistently reinforcing their innovative and risk-taking identity.
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