Uniquely
Experience Uncommon
Creating a distinctive brand identity centred around experience
In a world dominated by technology, a human-first approach sets the extraordinary apart from the ordinary.
SalesSense, a leading expert in outsourced sales solutions, has redefined the industry over the last two decades with its dedication to excellence and uncommon approach to customer experiences. After years of growth, however, they realised their existing brand did not fully represent the range of services they offered. Nor did it reflect the dynamic essence of their culture, people and products.
Challenge
Although the need for change was evident, transforming an established and reputable brand like SalesSense demanded the utmost care and precision. It needed to reflect its future strategy, achieve buy-in from senior leadership and retain the important long-term relationships the company had nurtured.
Research & Insights
Following an immersive discovery process we uncovered three key insights.
- 1. Existing clients felt no emotional connection to the brand from a visual identity perspective
- 2. The name no longer represented the broad range of services SalesSense provides
- 3. In an industry battling for consumer attention, SalesSense needed a distinctive identity that cut through.
Solution
We began by developing a powerful proposition, “Experience Uncommon”. This symbolised the core feature of the business – the different experiences each person had, whether as a client or employee. It also aimed to spark intrigue. We wanted to be different, definitive, but also a little eccentric and have fun – all key to the brand. With this core idea established, we had a solid foundation going forward for the creation of the new name, logo, visual and verbal identity system.
Renaming SalesSense To Uniquely
Whilst speaking about the brand with any stakeholder, similar adjectives came up repeatedly. Understanding, uncompromising, unparalleled – we began to see a trend that we decided to explore, both linguistically and visually. This led us to the new name of Uniquely, a name that describes their uncommon approach and authenticity.
From the newly developed logotype we developed a motion-based “U” framing device to wrap the brand around messaging and imagery.
Uniquely’s people are its biggest asset, so we wanted to move away from stock imagery and hero real employees through photography. From the CEO to recent graduates, all staff members were included and encouraged to be themselves, pull faces, and enjoy the experience. This resulted in highly emotive and engaging imagery that captured the humanity behind the brand.
We wanted the brand’s voice to reflect its distinctive personality and values – moving away from salesy, jargon-filled language and towards a more user-friendly and approachable tone. A simple motif in the language is the “un” prefix which adds a subtle layer of distinctiveness to Uniquely’s voice.
To bring the brand to life digitally we designed a new website that matches the scale of Uniquely’s ambition giving them a flexible, intuitive platform for the future that hero’s their people, partnerships, thinking, experience and expertise.
