The Evolution of Digital Transformation.
Sometimes Your Brand Needs a New Wardrobe
I started at Kofax with an established look & feel and the ‘simple’ task of keeping things on brand while ensuring brand consistency across all of our customer touch points.
With so much change globally due to COVID-19, new business priorities, technologies and personalities emerged across the organizations and called for change. We needed to find a better way to stand out in a disruptive industry and be more reflective of the artificial intelligence SaaS company we have evolved into over the last 5 years.
Thus began the process to rebrand (gasps & applause!)
Our old brand’s tone and visual identity spoke to the human element of the people using our technology rather than the tech itself. Over a few years, this resulted in a LOT of stock imagery of smiling people in tight groups pointing at iPads. With a few colors and combinations standardized, our social feeds, events, website and advertising began to quickly feel dated and lacking any real creativity. Time to break out the sledgehammer.
Define the system, don’t let it define you.
Limited use of color, rigid standards for collateral, narrow scope of imagery all drove repetition and internal burnout of the brand. As all departments expressed their fatigue with the current brand, I worked to bring in something new.
From doing some initial research, design explorations and internal focus groups on potential updates to our brand, I came up with a new visual style the wasn’t a complete change to our existing brand, but an evolution building on what already existed. We tied this brand refresh with a new campaign where we asked our users (and ourselves) to Rethink what they new about Kofax.
Rethink Digital Workflow Transformation
Our brand refresh launched with our Q1’23 campaigns where we asked our customers to RETHINK what they knew about automation and the technologies available to them. An ever-changing landscape fueled by AI, our products continue to evolve, so we needed something compelling to showcase these changes to the world.
A new design language that extended the current brand, fresh and modern with a stronger opinion that helped re-establish Kofax as an industry leader in intelligent automation.
