Established in 2014, Acuity was a cloud-based compliance management solution that helped government and private enterprises be complaint in their industry, be it work place health and safety, environmental, manufacturing, health, and more. Acuity had a lack of cohesion between their brand identity and product which was damaging their position in the market place. Their name was too obscure, difficult to spell and did not reflect what the product was. When they approached us, we were asked to reinvent the brand in a cohesive way, clearly identifying what they do and to make it a more visual experience.
After many hours researching and brain storming a new strategy within the team, the name Crosschecker was born. Having a strategic and memorable name is important for any business' success and the word Crosschecker is a meaningful and specific term which communicates the key elements of the product - in that the product crosschecks information to produce the desired outcomes and determinations.
From there, we were tasked with rolling out the brand across a range of collateral including stationery, presentation pages, signage and more. One of the key features of the logo we created was the ability to use imagery within the logo as a graphic which reinforced the brand, reflecting key industries that would require Crosschecker as part of its business.
The biggest part of the brand roll out was conceptualising the new website and the brief was clear. A standard website design was not an option - innovative and eye catching was to be the focus. As a team, we created the brand with a holistic approach and the website was a key part of that strategy - to showcase the brand's corporate identity in a fun, immersive and user-first way. To mirror these values online, we stripped away unnecessary and infrequently-used elements to let the primary content shine. On the home page, for example, we replaced regular stock photos with clever animations and created an explainer video to add an element of storytelling capturing the attention of users and keeping them interested. Once the interest was sparked, we allowed the core information to tell the story, guiding clients through a journey.
When designing the logo, we always had in mind that we wanted an animated version as an option to use. Once the logo was conquered, we rolled out the new branding across business cards, letter heads, document covers, digital media banners, basically - everything and anything else they needed.
The priority for Crosschecker was to show what they're about, and what their product can do as clearly and efficiently as possible. More and more people are engaging via video content now, so this was the ultimate solution. We created an animated story, which outlines what Crosschecker is and who needs it, in an entertaining and easy to understand way.
The smarts behind the Crosschecker software may have been able to build an amazingly well functioning app for the users of the product but making it look pretty and user-friendly was our job. Every screen had some TLC applied to turn it into another great representation of the brand while incorporating the practicality necessary for users.