When this workflow automation company approached us in early 2024, they were struggling with an identity crisis. Despite having solid technology, their outdated branding made them look like a company stuck in 2010. Investors were hesitant, enterprise clients passed them over, and talented developers chose competitors. Eight months later, their story was completely different.
Client Overview
Company: [Confidential - B2B SaaS Workflow Automation Platform] Industry: B2B SaaS (Workflow Automation) Team Size: 45 employees Founded: 2018 Challenge: Outdated brand preventing growth and investment
The Problem
Brand Perception Issues:
Investor Feedback:
"Your product is great, but your brand doesn't inspire confidence"
Enterprise Prospects:
"You look like a startup that might not be around in 5 years"
Recruitment:
"Top developers were choosing competitors with stronger brands"
Quantifiable Challenges:
- 60% of qualified leads chose competitors
- Average deal size: $15,000 (target: $50,000+)
- Investor interest: Low despite strong metrics
- Employee Net Promoter Score: 6/10
- Brand awareness in target market: 8%
Previous Brand Problems
Visual Identity:
- Logo designed on freelance marketplace in 2018
- Inconsistent colors across materials
- Generic stock photography
- No brand guidelines
- Dated website design (last updated 2019)
Messaging:
- Unclear value proposition
- Technical jargon confused prospects
- No differentiation from competitors
- Inconsistent voice across channels
Market Position:
- Perceived as budget/cheap option
- Struggled to compete for enterprise deals
- Limited to small business segment
- No thought leadership presence
Our Approach
Phase 1: Discovery & Strategy (Weeks 1-3)
Stakeholder Interviews:
Conducted 25+ interviews:
- CEO and founding team (3)
- Sales team (5)
- Existing customers (10)
- Lost prospects (7)
Key Insights:
- Product was actually premium quality
- Customers loved the technology
- Brand didn't reflect product excellence
- Pricing was undervalued
Competitive Analysis:
Analyzed 12 direct competitors:
- All positioned as "enterprise solutions"
- Heavy, corporate branding
- Technical, complex messaging
- Dark, serious color schemes
Opportunity Identified:
Modern, approachable tech brand
Simple, clear messaging
Human-centric design
Brand Strategy Development:
Brand Positioning:
Old: "Affordable workflow automation software"
New: "Enterprise-grade automation that's actually easy to use"
Differentiation:
- Premium quality, accessible experience
- Enterprise power without enterprise complexity
- Human-centered technology
Target Audience Shift:
From: Small businesses (5-50 employees)
To: Mid-market and enterprise (100-1,000 employees)
Persona: Technology Directors at growing companies
Pain Points: Complex tools, difficult onboarding, poor support
Phase 2: Visual Identity (Weeks 4-7)
Logo Design:
Process:
Concept exploration: 25 initial concepts
Client review: 5 refined directions
Finalists: 2 complete iterations
Final selection: Modern, geometric wordmark
Design Direction:
- Clean, geometric sans-serif
- Dynamic "flow" element in icon
- Scalable from favicon to billboard
- Works in color and monochrome
Color System:
New Palette:
Primary: Deep Blue
- Trust, technology, professionalism
Secondary: Electric Cyan
- Innovation, energy, accessibility
Accent: Vibrant Purple
- Creativity, premium quality
Neutrals: Warm Grays
- Approachable, modern
Strategic Color Choices:
- Avoided competitor's dark schemes
- Created energetic, approachable feel
- Maintained professional credibility
Typography:
Font Selection:
Headings: Modern geometric sans-serif
- Technical, modern aesthetic
- Excellent screen readability
Body: Same family for consistency
- Optimized for digital
- Professional appearance
Mono: Technical monospace font
- Code examples, technical specs
- Reinforces tech credibility
Photography & Imagery:
Style Guidelines:
Avoid:
- Generic stock photos
- Fake office scenes
- Posed handshakes
Use:
- Real team members
- Actual product screenshots
- Authentic customer stories
- Abstract geometric patterns (brand element)
Phase 3: Brand Touchpoints (Weeks 8-12)
Website Redesign:
Structure:
Homepage: Clear value proposition, trust signals
Product Pages: Feature benefits, not just features
Pricing: Transparent, enterprise-focused tiers
Resources: Thought leadership content
About: Team, mission, culture
Design System:
Components Created:
- 50+ reusable UI components
- 12 page templates
- 200+ design tokens
- Comprehensive documentation
Result:
- Consistent brand experience
- Faster page creation
- Developer-friendly handoff
Marketing Materials:
Collateral Developed:
Sales:
- Pitch deck template
- One-pagers (5 versions)
- Case study templates
- Proposal templates
Digital:
- Social media templates
- Email signatures
- LinkedIn banner
- Ad templates (Google, LinkedIn)
Print:
- Business cards
- Letterhead
- Trade show booth design
- Branded merchandise
Phase 4: Messaging & Content (Weeks 10-16)
Brand Voice:
Voice Characteristics:
Clear: Explain complex simply
Confident: Expert without arrogance
Approachable: Professional but friendly
Direct: No corporate jargon
Messaging Framework:
Value Proposition:
"Automate complex workflows without complex software"
Supporting Messages:
- Enterprise-grade power, startup simplicity
- Setup in hours, not months
- Your team will actually use it
Website Copy Rewrite:
Before: "We provide comprehensive workflow
automation solutions leveraging cutting-edge technology"
After: "Automate your busywork. Focus on what matters.
Enterprise automation that your entire team can use."
Content Strategy:
Blog Topics:
- Industry insights (thought leadership)
- How-to guides (education)
- Customer success stories (social proof)
Frequency: 3 posts per week
Goal: Establish authority in automation space
Phase 5: Launch & Rollout (Weeks 17-20)
Internal Launch:
Week 1: Team Introduction
Activities:
- All-hands presentation
- Brand guidelines training
- Team merchandise distribution
- Internal FAQ sessions
Goal: Team as brand ambassadors
External Launch:
Week 2-3: Soft Launch
- Updated website (new design, content)
- New social media profiles
- Email announcement to customers
- Press release to industry media
Week 4: Full Launch
- LinkedIn campaign launch
- Google Ads refresh
- Trade show debut (new booth)
- Customer webinar series
Results
Immediate Impact (First 3 Months)
Website Performance:
Metric Before After Change
Average Session 1:45 3:20 +89%
Bounce Rate 62% 41% -34%
Demo Requests 45/month 127/month +182%
Page Views/Session 2.1 4.7 +124%
Lead Quality:
Enterprise Leads Before After Change
Monthly Volume 12 38 +217%
Average Deal Size $15,000 $42,000 +180%
Win Rate 23% 41% +78%
Sales Cycle 90 days 68 days -24%
Brand Perception:
Survey Results (Target Audience, n=200)
Metric Before After
"Looks professional" 34% 87%
"Seems trustworthy" 41% 91%
"Appears enterprise-ready" 28% 84%
"I would recommend" 39% 79%
Long-Term Results (8 Months)
Business Growth:
Revenue:
- Monthly Recurring Revenue: +156%
- Average Contract Value: +180%
- Customer Lifetime Value: +95%
Customer Acquisition:
- New Customers: 247 (vs 82 previous 8 months)
- Enterprise Customers: 34 (vs 3 previous)
- Customer Churn: Reduced from 8% to 3%
Valuation Impact:
Series A Fundraising:
Pre-Rebrand Valuation: $12M
Post-Rebrand Valuation: $16.8M
Increase: +40%
Investor Feedback:
"The rebrand demonstrated maturity and vision.
It significantly increased our confidence in
backing the company." - Lead Investor
Market Position:
Brand Awareness:
Target Market: 8% → 31%
Industry Recognition: Minimal → Featured in 3 major publications
Recruitment:
Time to Hire: -40%
Quality of Applicants: "Significantly improved" - HR Director
Offers Accepted: 67% → 89%
Team Impact:
Employee Net Promoter Score: 6/10 → 9/10
"Proud to work here": 54% → 91%
LinkedIn Profile Updates: 89% of team (showing new brand)
Referral Hires: 3 → 17
Key Success Factors
1. Strategic Foundation First
Why It Worked:
We didn't start with design
Started with business strategy:
- Who are we?
- Who do we serve?
- What makes us different?
- Where are we going?
Design followed strategy
2. Research-Driven Decisions
Data Points:
Interviews: 25+
Customer surveys: 200+
Competitor analysis: 12 companies
Market research: 6 weeks
Result: Confident, validated decisions
3. Internal Buy-In
Team Involvement:
Stakeholder workshops: 8
Team surveys: 3
Feedback sessions: Weekly
Launch training: Comprehensive
Result: Enthusiastic adoption
4. Comprehensive Execution
Not Just a Logo:
Delivered:
- Brand strategy
- Visual identity
- Website
- All touchpoints
- Messaging framework
- Content system
- Launch plan
Result: Complete transformation
Client Testimonial
"CentoSquare didn't just redesign our logo—they repositioned our entire company. The rebrand opened doors we couldn't get through before. We're now competing for enterprise deals we wouldn't have been considered for, and winning them. The 40% increase in our Series A valuation directly correlates to the brand transformation. Best investment we've made."
— CEO, B2B SaaS Workflow Automation Platform
Lessons Learned
What Worked
1. Positioning Above All: Moving from budget to premium positioning aligned with product quality
2. Simple Can Be Premium: Avoiding complexity made brand more accessible, not less credible
3. Team as Ambassadors: Internal excitement created authentic external advocacy
4. Patient Launch: Phased rollout allowed for refinement and maximum impact
Challenges Overcome
1. Pricing Concerns:
Challenge: Fear of losing existing customers with premium positioning
Solution: Grandfathered existing customers, positioned as "growing together"
Result: 97% customer retention
2. Sales Team Adaptation:
Challenge: Sales team comfortable with old pitch
Solution: New training, updated materials, practice sessions
Result: Higher confidence, better close rates
Investment & Timeline
Project Scope:
Duration: 20 weeks (5 months)
Team: 6 specialists
Touchpoints: 50+ deliverables
Investment:
Brand Strategy: $15,000
Visual Identity: $25,000
Website Design: $35,000
Content & Messaging: $20,000
Collateral & Materials: $15,000
Launch Support: $10,000
Total Investment: $120,000
ROI Calculation:
Investment: $120,000
Revenue Increase (8 months): $1.2M
Valuation Increase: $4.8M
ROI: 4,000%+ (valuation impact alone)
Replication Framework
Want similar results? Here's our proven process:
Week 1-3: Discovery
- Stakeholder interviews
- Market research
- Competitive analysis
- Strategic positioning
Week 4-8: Design
- Logo and identity
- Color and typography
- Brand guidelines
- Design system
Week 9-16: Execution
- Website design/development
- Marketing collateral
- Messaging framework
- Content creation
Week 17-20: Launch
- Internal rollout
- External announcement
- Marketing activation
- Ongoing support
Ready to transform your brand? At CentoSquare, we've helped 50+ companies achieve similar results through strategic rebranding. Schedule your free brand assessment.