Brought in to build on its existing creative strategy, Bray St. has launched a new brand identity for iVvy, a successful challenger in the Australian Saas market. Readying the company for an expected period of hyper-growth and global expansion, the evolved creative is the first strategic step for an exciting new relationship for the agency.
The Gold Coast based SaaS brand offers integrated cloud-based event, sales and catering solutions software for venues of all shapes and sizes, from restaurants to hotels and stadiums, helping to increase bookings, streamline management and report intelligently. Giving venue owners and operators more control over their business, its powerful software has the capability for them to manage everything in one place, whether bookings and catering or quotes and invoices – a true leader in the space.
Well and truly disrupting the market, iVvy challenged Bray St. to develop a versatile and vibrant aesthetic that wouldn’t only simplify the offering and strengthen its uniqueness, but make its communications more consistent. The response? a vibrant technology brand with a defined proposition to the global events market.
With the brief in, we used a thorough research phase as our starting point, looking at the colour palettes of competitors to establish the landscape. Interpreting our findings, we could better understand what palette would drive cut-through for iVvy, and reposition the brand with colours better reflective of its leadership credentials. Our professional but approachable palette uses negative white space interspersed with bold colours that symbolise its themes and category. It’s fun but smart. And, more importantly, interchangeable for ease of use.
Keeping true to brand origin, we retained the recognisable logo, but used aspects of it in other marketing elements to make it work even harder – features that provided visual flexibility, expansion and identifiability. Next was a look at the font language, for both headings and body copy, with recommendations to create stand-out and simplicity. Supporting everything was a suite of iconography to simplify complicated information and technology comms. As a business, iVvy makes the hardest processes and decisions simple and clear, and we wanted our icons to do the same, while being bold and punchy.
Bringing everything together, we created a playbook to communicate our vision to internal stakeholders, with guidelines on how all assets should be used. A comprehensive and concise document that empowers iVvy colleagues to create branded marketing independently.
The result is a refreshed brand identity, and corresponding set of guidelines, befitting of a business ready to transform the industry for the digital era. Equipped with the tools developed by us, a clear vision is set for iVvy to expand globally, while delivering cut-through and consistency.
Toby Hanna, Chief Marketing Officer at iVvy, says: “Bray St. did what no other agency likes to do: take our existing work and refine and expand on it, rather than starting from scratch, which is often easier! The team has developed our creative by increasing both its flexibility and expandability, which futureproofs it for the growth and expansion to come. The clever use of the logo to create unmistakably iVvy brand elements, a palette developed in context of the competition, and a full suite of curated icons all make our visual language work harder than ever – while simplifying information and creating distinctiveness. Not only that, but the playbook means our internal team can take the identity and run with it, giving them real independence. Now, more than ever, we’re empowered for rapid growth and global expansion, and are set up for success.”
Daniel Dagher, founder and Client Partner at Bray St., adds: “iVvy brings such an innovative proposition to the Australian market that it went without saying that its visual identity should be just as powerful and disruptive. Rather than throwing everything out, our team thought carefully about how to evolve the current guidelines, and make everything work just that bit harder. More contemporary and unique, the result is a suite of assets with cut-through supported by clear rationale, all wrapped up in a useable set of guidelines to ensure they are used correctly and consistently.”
Discover how Bray St. can create or evolve an ownable and disruptive brand identity for your business and customers