OneAffiniti — Helping OneAffiniti get even closer to customers
Brand strategy, Brand writing, Icon design, Logo & brand marks, Identity system, Print design, IA & wire framing, UX design, Site design, Interface design
OneAffiniti makes it easy for businesses to build and nurture customer relationships through their smart PartnerReach platform, which generates highly targeted email campaigns.
Originally focused on the IT industry, they work with big global companies, and their sales channel partners, and have built a remarkable business founded on trust, and effectiveness.
They’ve generated over $525m worth of incremental sales for clients to date, but as they begin to expand into new industries, they approached us to help take their brand to the next level.
To demonstrate a shift in their focus, we looked to update the look and feel of the brand, the way they articulated their offering, and as a primary sales channel, the way their website brought it all together.
Working with the founder, Joel Montgomery, and his team, we ran a series of strategic workshops to uncover what OneAffiniti stands for as a business. We got to grips with exactly what they do, how they empower each of the key audiences, and what the future holds.
Using these insights as a guide, we developed a detailed messaging framework, making it easier for the OneAffiniti team, and us, to clearly articulate their complex offering. This framework not only helped us plan and develop the navigation and design of the new website, but together with our understanding of the business and its culture, enabled us to create a simple brand strategy that informed our approach to the new visual identity.
A key theme that emerged from our workshops was the importance of trust. Trust is at the heart of all good relationships, and as a mediator between three very different audiences, it’s especially important for OneAffiniti.
And so, we built the new brand and website around trust. From the simple, visual style and soft colour palette, to the clear expression of the benefits and down-to-earth tone of voice, we worked to make the brand feel more approachable, accessible, and human.
The brand mark is inspired by the threeway relationship between brands, channel partners and customers, and the close bond between all three OneAffiniti creates. More subtly, the initials of the business are also reflected in the shape of the mark. Together, they offer a flexible way to present a wide range of content.