Vox Analytics
Vox Analytics
22%
Deal size growth
CLIENT:
Vox Analytics Inc.
SERVICE:
Brand Identity
DATE:
October 2024
TIMELINE:
4 weeks
BUDGET:
$5800
001 — Overview
Vox Analytics had a brand that looked like a startup when it needed to look like a vendor. Two years in, enterprise prospects were hesitating — not because of the product, but because the identity didn't match the commitment they were being asked to make. The CEO put it directly: they needed to look like the kind of company a VP of Operations feels comfortable putting on a procurement form.
Vox Analytics had a brand that looked like a startup when it needed to look like a vendor. Two years in, enterprise prospects were hesitating — not because of the product, but because the identity didn't match the commitment they were being asked to make. The CEO put it directly: they needed to look like the kind of company a VP of Operations feels comfortable putting on a procurement form.
002 — Process
We ran two brand positioning workshops with the founding and sales teams, then audited thirty-two competitors. The category was visually identical — sans-serif wordmarks, blue or teal palettes, interface screenshots. Differentiation had to come from an unexpected direction. Three directions were developed. The selected one, built around a customised geometric wordmark and a warm amber accent, was the only direction in the category not using blue.
We ran two brand positioning workshops with the founding and sales teams, then audited thirty-two competitors. The category was visually identical — sans-serif wordmarks, blue or teal palettes, interface screenshots. Differentiation had to come from an unexpected direction. Three directions were developed. The selected one, built around a customised geometric wordmark and a warm amber accent, was the only direction in the category not using blue.
003 — Impact
A Brand That Changed How Buyers Evaluated the Product
A Brand That Changed How Buyers Evaluated the Product
Average deal size increased by 22% in the three months following launch. Three senior sales reps credited the new presentation templates with materially improving closing conversations. Unsolicited job applications increased by 40% in the following quarter. The Figma design system — 140 components across brand, marketing, and product — reduced internal design decision time by 60%.
Average deal size increased by 22% in the three months following launch. Three senior sales reps credited the new presentation templates with materially improving closing conversations. Unsolicited job applications increased by 40% in the following quarter. The Figma design system — 140 components across brand, marketing, and product — reduced internal design decision time by 60%.
